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2015 One Show - Social Media

Newcastle Brown Ale: Band of Brands

Agency Droga5 / New York

Client Heineken USA / Newcastle Brown Ale
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Annual ID

150377A

About the Work

Last year, Newcastle showed the world how incredible our Big Game ad would’ve been if we had $4m to blow on 30-seconds of air time. This year, we were determined to get into the game by any means necessary. But we still didn’t have the $4.5m minimum required to be in the Big Game. Instead, we took a cue from the sharing economy and devised our most ambitious idea to date: “Newcastle’s Band of Brands,” -- our (genius?) plan to join together with 20 - 30 other brands, pool our marketing budgets, and go in together to afford a single Big Game spot. And that’s exactly we did. Teaming up with 37 other brands; we made history with the craziest, most brand-packed, most fiscally responsible Big Game ad ever; even running it in local markets during the game itself. Football is a team sport. Now, marketing is too.