Music Supervision
at
Wake the Town
| 标题 | Long Live The Local |
| 广告公司 | Havas London |
| 广告战役 | Long Live the Local |
| 广告主 | Britain’s Beer Alliance |
| 品牌 | Britain’s Beer Alliance |
| 首次发布日期 | 2018 |
| 行业领域 | 啤酒，苹果酒 |
| 广告口号 | Long Live the Local |
| 剧情简介 | ‘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. |
| 哲学 | 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. |
| 问题 | 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. |
| 结果 | 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? |
| 媒体类别 | Packaging, Branding & Design |
| 长度 | |
| 市场 | 英国 |
| Public Relations Agency | One Green Bean |
| 媒介公司 | Havas Media Network UK |
| CRM | Havas CX helia |
| 音频后期制作 | 750mph |
| 后期制作 | Electric Theatre Collective |
| 制作公司 | Stink Films |
| Influencer marketing | Socialyse |
| 制片 | Jeremy Smith |
| 执行创意总监 | Ben Mooge |
| 摄影师 | Ewen Spencer |
| 广告公司制片 | Sarah Wells |
| Chief Executive Officer (CEO) | Xavier Rees |
| Managing Partner | Jennifer Black |
| 广告公司制片 | Adam Henderson |
| 美术指导 | Jonathan Rands |
| 文案 | Alex Tizard |
| 剪辑师 | James Forbes-Robertson |
| CSO | Mark Sinnock |
| 客户总监 | Tom Trevelyan |
| 导演 | Tom Green |
| 摄影指导 | Noel Schoolderman |
| 设计师 | Dan Davies |
| 广告公司制片助理 | Natasha King |
| 设计师 | Dan Scheers |
| Original Soundtrack | Theodore |
| Program Director | David Cunningham |
| Marketing Lead | Tom Price-Stephens |
| 客户经理 | Jahney Smith |
| Content | Josh Toogood |
| Head Of Planning | Ravi Matharu |
| Business Director | Tess Hulme |
| 客户总监 | Emma Gibbons |
| 客户经理 | Graham Kenchington |
| 执行制片 | Sophie Kluman |
| Web Production | Ekino |
| Print Production Company | HKX Productions |
| 摄影制作 | LGA |