Camden Town Brewery, the home of Camden Hells Lager, is unveiling its first-ever TV campaign in a partnership with ITV.
The campaign is built around the brand’s new Raise Hells manifesto and showcases the vibrant, diverse and inclusive spirit of the brewery’s home – the London borough of Camden.
Anchored by four 30-second films entitled ‘characters’, each film stars Londoners, who in their own way embody the open, diverse and unconventional spirit of the borough and its brewery.
In each film, the protagonists invite the viewer to Raise Hells – a rallying call for people to toast the borough’s spirit of openness.
Launching in London this week, it is hoped the films will reach over 10 million people across the capital during September across three distinct phases. The first phase will consist of five-second versions of the four films rolled out across ITV, at out-of-home spots in major train and tube stations, and on a billboard takeover in Camden Town.
A two-minute Camden celebration will premiere on ITV on Friday 8 September, as part of a special ad break takeover. Following this, the four films will play out for the remainder of September on ITV.
Camden Town Brewery CEO Jasper Cuppaidge said: “This campaign is an incredibly exciting and landmark moment for Camden Town Brewery. Camden is not only our home and namesake, it’s a place that constantly inspires us – from the culture, to the history, to the incredible people living and working within the borough. We wanted to celebrate this place – our home – by asking our friends and the whole of London to Raise Hells with us.”
The campaign follows the recent opening of the company’s new £30 million London brewery, as it aims to keep up with demand.
Camden Town Brewery began full production in 2010 and in 2015 AB InBev announced it would acquire the company in a deal worth £85 million.
© FoodBev Media Ltd 2017