Beavertown - "The Friendly Invasion"

St. Luke’s Communications

St. Luke’s Communications London, Regno Unito

2841

Marca: Beavertown
Paese: Regno Unito

Cliente: Beavertown Brewery

Titolo	The Friendly Invasion
Agenzia	St. Luke’s Communications
Campagna	The Friendly Invasion
Cliente	Beavertown Brewery
Marca	Beavertown
Data di Prima Diffusione/Publicazione	2021 / 7
Settore	Birre
Filosofia	St Luke’s first work for Beavertown Brewery takes the brand above-the-line for the first time with a campaign that stages an invasion of friendly aliens, who’ll open our minds to a more interesting way to live - and drink beer. The campaign lands when the Beavertown aliens crash their spacecraft into a wall in the heart of Shoreditch on Hanbury Street. An eye-catching painted mural that depicts the crash will come to life by scanning a QR code on the artwork to reveal a 3D AR video of the scene, which can be shared online. The AR scene will show the aliens taking pictures of their crash scene, trying to fix their spacecraft whilst boulders of rocks fly towards the viewer around them. Working closely with Beavertown’s in-house Creative Director, Nick Dwyer – responsible for the iconic Beavertown world branded on cans – St. Luke’s creative developed the concept and idea, with Nick providing the illustrations and St Luke’s producing the animations. In East London and Manchester, street advertising (artwork steam cleaned onto dirty street pavements) will appear showing alien footprints leading towards “fly poster” sites - as if to show the position the aliens were in when posting the posters. The vibrant posters in a mix of 96, 48, 24. 16 and 4 sheets, will announce that the Beavertown aliens come in “Peace, pints and cans.” A trail of sticker clings will also be stuck to walls and lamp posts across Dalston, Hoxton, London fields and Manchester’s Northern Quarter, featuring QR codes which will link to footage showing curious alien sightings. The content for these films was created by specialist video production agency, Habitual. From 26th July, the full campaign will go live across bus sides, road sides, London Underground, and in stores and pubs, backed by social media executions The aliens will come to life throughout as they make their peace offerings to the nation: Neck Oil beer that can be bought on draft and in cans. Beavertown appointed St Luke’s as its first ever ad agency in June, following a competitive four-way pitch. The agency was given a remit to develop a new brand platform that would welcome people into the highly distinctive world of Beavertown. The beer has unique illustrated packaging and a choice of brews including Neck Oil, Nanobot, Lazer Crush and Gamma Ray. Beavertown was founded in 2011 by Logan Plant, who is one of the key players in the craft beer revolution.
Tipo di Media	Esterna
Client Creative Director	Nick Dwyer
Marketing Director	Tom Rainsford
Head of Brand Marketing	Will Gunton
Campaign Manager	Rachael Harrison
Chief Creative Officer	Alan Young
Creative Partner	Julian Vizard
Art Director	Nathan Salf
Art Director	Ella Monti
Copywriter	Jake Bean
Copywriter	Robin Gordon
Agency Producer	Christine Sibthorp
Planner	Dan Hulse
Managing Director	Ed Palmer
Business Director	Lara Poole
Account Director	Ross Ritchie
Account Director	Olivia Logue
Designer	Jon Hubbard
Casa di Produzione	Mural Republic
Casa di Produzione	Hoopla Digital
Media Agency	Mural Republic
Media Agency	Posterscope
Video Production Company	Habitual