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Drink 'Responsibly': The Exciting New Low Alcohol Beer Brewed with a Sense of Humour

Creative 2.6k Add to collection

UBREW, the maker of the drink commissioned McCann Italy and CRAFT London to make their hilarious new spots

Drink 'Responsibly': The Exciting New Low Alcohol Beer Brewed with a Sense of Humour
UBREW, a small craft brewery from London, cleverly fights competition by naming their new low alcohol beer “Responsibly”.The best part about the new beer is the way is taking advantage of the much-advertised message “Drink Responsibly”.

Matt Denham, Co-Founder at UBREW: “Responsibly is a symbol of the revolution of craft breweries away from the big beer companies. But, in the end, IT IS a craft quality, low alcohol beer that is promoting a way to drink responsibly.”


Wilf Horsfall, Co-Founder at UBREW: “We wanted to get the word out about our existing range of beers, as well as to get in on the action of the increasing market for low-alcohol beers. This beer and its hilarious campaign doesn’t take itself too seriously - but it is a serious pale ale, brewed in the proper way”


Adrian Botan, Global Executive Creative Director McCann: "We love brands and companies that are ready to challenge conventions in order to innovate in their sectors. UBrew is an amazing partner and had the guts to take this idea all the way." 


Alessandro Sabini, Chief Creative Officer McCann Worldgroup Italy: “You know you have a golden project in your hands when everybody involved is committed and enthusiastic: from the client to the guy who’s editing your films. Responsibly has the power to ignite passion. We see a long bright future for this brand.”


The beer is available from UBREW’s taproom (24 Old Jamaica Street), on UBrew's website and at Ales By Mail The campaign, done by McCann Milan and Craft London, kicked off on social media with a series of online movies. More details and official merchandising on their dedicated website and facebook page
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Edit Company: Craft London

Editor: Francis Harris

Head of Production: Sergio Lopez

Producer: Cher Brighton

Production Company

Production Company: CRAFT London

Creative Agency

Agency Production: Michele Virgilio

Art Director: Eoin Sherry

Chief Creative Officer: Alessandro Sabini

Creative Agency: McCann Milan & MRM//McCann Italy

Director: Sam White

Executive Group Director: Davide Gonzato (Digital Client Group)

Global Executive Creative Director: Adrian Botan

Categories: Beers, Alcoholic Beverages

McCann EMEA, Thu, 04 May 2017 09:05:22 GMT