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

Havas London

Havas London London, Großbritannien

9099

Marke: Britain’s Beer Alliance
Länder: Großbritannien

Werbende: Britain’s Beer Alliance

Titel	Long Live The Local
Agentur	Havas London
Kampagne	Long Live the Local
Werbende	Britain’s Beer Alliance
Marke	Britain’s Beer Alliance
Datum der ersten Ausstrahlung/Veröffentlichung	2018
Geschäftsbereich	Bier, Cidre
Slogan	Long Live the Local
Story	‘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.
Philosophie	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.
Problem	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.
Ergebnis	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?
Medientyp	Verpackung, Marke & Design
Länge	60 seconds
Markt	Großbritannien
Public Relations Agency	One Green Bean
Medienagentur	Havas Media Network UK
CRM	Havas CX helia
Audio-Postproduktion	750mph
Post-Produktion	Electric Theatre Collective
Produktionsfirma	Stink Films
Influencer marketing	Socialyse
Produzent	Jeremy Smith
Executive Creative Director	Ben Mooge
Fotograf	Ewen Spencer
Agency Producer	Sarah Wells
Chief Executive Officer (CEO)	Xavier Rees
Geschäftsführender Teilhaber	Jennifer Black
Agency Producer	Adam Henderson
Art Director	Jonathan Rands
Texter	Alex Tizard
Cutter	James Forbes-Robertson
CSO	Mark Sinnock
Etatdirektor	Tom Trevelyan
Regisseur	Tom Green
Direktor Fotografie	Noel Schoolderman
Designer	Dan Davies
Assistant Agency Producer	Natasha King
Designer	Dan Scheers
Original Soundtrack	Theodore
Program Director	David Cunningham
Marketing Lead	Tom Price-Stephens
Kundenbetreuer	Jahney Smith
Content	Josh Toogood
Planungsleiter	Ravi Matharu
Kaufmännischer Geschäftsführer	Tess Hulme
Etatdirektor	Emma Gibbons
Kundenbetreuer	Graham Kenchington
Executive Producer	Sophie Kluman
Web Production	Ekino
Print Production Company	HKX Productions
Produktion Fotografie	LGA