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

Havas London

Havas London London, Royaume-Uni

9130

Marque: Britain’s Beer Alliance
Pays: Royaume-Uni

Annonceur: Britain’s Beer Alliance

Titre	Long Live The Local
Agence	Havas London
Campagne	Long Live the Local
Annonceur	Britain’s Beer Alliance
Marque	Britain’s Beer Alliance
Date de première diffusion/publication	2018
Secteur d'activité	Bières, cidres
Slogan	Long Live the Local
Synopsis	‘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.
Problème	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.
Résultat	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?
Type de média	Packaging, Marque & Design
Longueur	60 seconds
Marché	Royaume-Uni
Public Relations Agency	One Green Bean
Agence Média	Havas Media Network UK
CRM	Havas CX helia
Post-Production audio	750mph
Post production	Electric Theatre Collective
Maison de production	Stink Films
Influencer marketing	Socialyse
Producteur	Jeremy Smith
Directeur de la création	Ben Mooge
Photographe	Ewen Spencer
Producteur, agence	Sarah Wells
PDG	Xavier Rees
Directeur associé	Jennifer Black
Producteur, agence	Adam Henderson
Directeur artistique	Jonathan Rands
Concepteur / rédacteur	Alex Tizard
Monteur	James Forbes-Robertson
CSO	Mark Sinnock
Directeur de clientèle	Tom Trevelyan
Réalisateur	Tom Green
Directeur de la photo	Noel Schoolderman
Designer	Dan Davies
Assistant de production, agence	Natasha King
Designer	Dan Scheers
Original Soundtrack	Theodore
Program Director	David Cunningham
Marketing Lead	Tom Price-Stephens
Responsable de budget agence	Jahney Smith
Content	Josh Toogood
Head Of Planning	Ravi Matharu
Business Director	Tess Hulme
Directeur de clientèle	Emma Gibbons
Responsable de budget agence	Graham Kenchington
Producteur exécutif	Sophie Kluman
Web Production	Ekino
Print Production Company	HKX Productions
Production photo	LGA