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2018 One Show - Cross-Platform

Responsibly the beer

Agency McCann Worldgroup Italy / Milan + MRM//McCann / Milan + Think Cattleya / Milan + Craft / London

Client Ubrew
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Annual ID

OS_CP18010B

About the Work

We launched this new low alcohol beer brand with an idea in its name: Responsibly, the beer all other beers ask you to drink. Taking advantage of the other beer brands that always end their communications with a "drink responsibly" or "enjoy responsibly" line. We made it with a smart tone of voice in order to create empathy between the brand and the people. Ubrew is a small brewing company based in London. They asked us to launch a new low alcohol beer brand with a small media investment but with a strong digital based idea with a high communication value. A smart, disruptive idea able to stand out from the crowd of the multi millionaire beers campaign. Something that people want to talk about.