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A Craft Brewery Is Rewarding the Heroes Behind the Internet's Best Beer Saves

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McCann Milan helps UBREW reward those who protected beer at all costs in viral videos

A Craft Brewery Is Rewarding the Heroes Behind the Internet's Best Beer Saves
UBREW, a craft brewery based in London where you can brew your own beer, has launched the BEER HEROES campaign. After putting more than two years of effort into finding internet’s most famous beer save heroes, they have finally found them and celebrated their heroic deeds with a beer brewed especially for them. 

Over the years, the internet has captured and immortalised some of the most epic beer saves the world has ever seen - from catching a beer whilst crowd surfing, to keeping a beer above water during a kayak roll. But despite being seen by millions (if not billions), these people who put their bodies on the line to save beer, have remained anonymous heroes… until now.

Together with McCann Milan, using a manifesto video, UBREW has launched a worldwide search to find the world’s beer heroes.

The two years later and the search has paid off. UBREW found three heroes and brought them to London (all the way from Montana and Amsterdam), documented their incredible hero story and brewed them a special beer, with personalised labels and special flavours that the heroes asked for. 

“At Ubrew we believe that, deep down, there’s a Beer Hero in all of us. We’re not only selling beer, we’re selling the experience of crafting your own beer. Our name tells it all U-BREW. Our vision is simple: we want to create a beer for every Beer Hero out there. We have found three of them, but the search for more continues and we hope to find many more and brew more beer for them”, said Matt Denham, UBrew founder.

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Media Agency

Media Agency: UM London & Reprise London


PR: Weber Shandwick London


Brand: Ubrew London

Production Company

Production Company: Think Cattleya

Creative Agency

Creative Agency: McCann Milan

Chief Creative Officer: Alessandro Sabini

Creative Director: Eoin Sherry, Fernando Dominguez

Copywriter: Mike Oughton (Head of Copywriting, McCann London)

President: Adrian Botan (Creative President, McCann Europe)

Digital Director: Mike Cooper (McCann Europe)

Head of social: Nicola Guarino (McCann Live Milan)

Head of Production: Michele Virgilio

Project Manager: Valentina Catese

Creative Manager: Carmen Bistrian (Creative Excellence Manager, McCann Europe)

Genres: Documentary, People

Categories: Beers, Alcoholic Beverages

McCann EMEA, Fri, 10 May 2019 15:13:34 GMT