From LePub.
Local pubs are closing at a rate that no beer advertising acknowledges, and the brands that depend on them say nothing.
Take one real pub that should have closed and make its survival the campaign.
The Stupid/Smart of it
Stupid: Drawing attention to the decline of the channel you sell through.
Smart: Building a global brand story on a single small venue is narrow, but one real place proves what a category argument cannot.
A brewer's business literally dies with the on-trade, so the self-interest is legible and honest.
A real place with real people generates ongoing story rather than a single asset.
That it is one real pub with real regulars, not a set.
Act-poweredIt works because it genuinely happened. Nothing as fiction. Has to be seen to work.
The devices behind this one, from our library of ways in: