Bavaria: The Journey from Holland to Manchester by Strawman
The Drum Creative Awards are here to fly the flag for creativity in the midst of the digital revolution
Bavaria beer is launching its Dutch pilsner on draught in UK bars for the first time in their 300-year history. Strawman was tasked with promoting this historic launch, and introducing the people of Manchester to a different kind of continental lager, in a highly competitive beer market. The challenge was to show the audience a global beer that still retainsthe heart and soul of a family owned, independent brewer.
To tell the story of Bavaria to the people of Manchester, a full cross-platform campaign was launched, across ATL, print, radio, digital, and social elements Leading the campaign is a short film that highlights the journey from Holland to here.
Strawman combined a strong local presence in Manchester publications and key ATL locations in the city, along with a nationwide campaign on digital and social, to tell fans of a continental lager in the UK, and those looking for the global beer with a heart of craft “Welcome to the family".
TITLE: WELCOME TO MANCHESTER
CREATIVE DIRECTOR: JON GROOM
SOCIAL: JAMES JENKINS
CREATIVE: HANNAH JACK
PRODUCTION COMPANY: SUNIPA PICTURES
DIRECTOR: MAT SUNDERLAND
MEDIA STRATEGY: VIRAL SEEDING
CLIENT: SEAN DURKAN (BAVARIA UK)