Britain’s Beer Alliance - "Long Live The Local"

Havas London

Havas London London, Reino Unido

9155

Marca: Britain’s Beer Alliance
País: Reino Unido

Anunciante: Britain’s Beer Alliance

Título	Long Live The Local
Agencia	Havas London
Campaña	Long Live the Local
Anunciante	Britain’s Beer Alliance
Marca	Britain’s Beer Alliance
Fecha de primera difusión/publicación	2018
Sector Empresarial	Cervezas, sidras, cervezas ligeras
Lema	Long Live the Local
Sinopsis	‘Long Live the Local’ is the start of a three-year, multi-million-pound campaign to save ‘the local’ - stopping closures and prevent the planned rise in beer tax, simply by putting pressure on the Chancellor himself. Long Live the Local is an idea that celebrates the life and vitality, and the role that the local pub plays. One that doubles up as a call-to-action and a celebratory toast to everything the pub represents. It is a grassrooted and top down approach to campaigning. It engages the heart to drive action and affect positive change. Giving small businesses a platform to celebrate their contribution to communities, culture and society-at-large. Stopping closures and preventing the planned rise.
Filosofía	Beer Tax was set to rise by 3.4% in Autumn 2018 Budget, and then every year for the foreseeable future. A rise that posed a serious threat to Britain’s Beer Alliance (BBA) and its 120 members, including founding global brewers AB InBev, Carlsberg, Heineken and Molson Coors. Our challenge was simple – reverse the increase in beer duty by persuading the Chancellor Philip Hammond to cut it – with key KPI’s to maximise petition signatures and the number of emails constituents send to MPs. In order to convince Philip Hammond and other MPs that any rise in beer duty will be an incredibly unpopular decision, we had to create national groundswell. Previous arguments about taxation has failed, so it was time to take a different strategy.
Problema	Pubs have been a constant in British life for generations and are now one of the few remaining truly open public spaces. They have been at the heart of our communities since they first opened their doors. Our own research conducted by YouGov revealed 78% of Brits think pubs are an important part of the local community. It was apparent from this research that we needed to create a campaign and movement that would engage the heart, the head and the hand - a campaign that made people feel, provided the ammunition to justify the cause and made it easy for them to act. The architecture of a modern movement.
Resultado	Our huge campaign amassed 115,000 petition signatures, 47,000 letters sent to all 650 UK MPs and the support of influential industry organisations including CAMRA. The result? We changed Government policy in a matter of months. How many agencies can say that?
Medio	Packaging, marcas y diseño
Duración	60 seconds
Mercado	Reino Unido
Public Relations Agency	One Green Bean
Media Agency	Havas Media Network UK
CRM	Havas CX helia
Audio Post Production	750mph
Postproducción	Electric Theatre Collective
Productora	Stink Films
Influencer marketing	Socialyse
Productor	Jeremy Smith
Director ejecutivo de creación	Ben Mooge
Fotógrafo	Ewen Spencer
Productor de la agencia	Sarah Wells
Chief Executive Officer (CEO)	Xavier Rees
Managing Partner	Jennifer Black
Productor de la agencia	Adam Henderson
Director artístico	Jonathan Rands
Responsable de conceptos / redactor	Alex Tizard
Montador	James Forbes-Robertson
CSO	Mark Sinnock
Director de cuentas	Tom Trevelyan
Realizador	Tom Green
Director de fotografía	Noel Schoolderman
Diseñador	Dan Davies
Productor adjunto agencia	Natasha King
Diseñador	Dan Scheers
Original Soundtrack	Theodore
Program Director	David Cunningham
Marketing Lead	Tom Price-Stephens
Responsable de cuentas de agencia	Jahney Smith
Content	Josh Toogood
Head Of Planning	Ravi Matharu
Business Director	Tess Hulme
Director de cuentas	Emma Gibbons
Responsable de cuentas de agencia	Graham Kenchington
Productor ejecutivo	Sophie Kluman
Web Production	Ekino
Print Production Company	HKX Productions
Photography production	LGA