Camden Town Brewery has catapulted itself onto the small screen courtesy of a quartet of 30-second character films alongside a two-minute ‘Camden Celebration’ - designed to convey the brands anarchic ‘Raise Hells’ manifesto.
Created by Sir John Hegarty, an original investor in the brewery from its formation in 2007, the films are expected to reach as many as 10 million people throughout the capital in September in three waves which will see the TV push superceded by an out-of-home push at transport hubs and city-wide billboards in addition to a #RaiseHells social media campaign.
Hegarty, founder of The Garage Soho, said: “To become an iconic brand you have to at some point create broadcast advertising. Celebrating the power of broadcast to widen and engage audiences, whilst simultaneously using digital to deepen people’s experience of the story we’re telling, will bring Camden – the place and the brewery – to a whole new audience.”
Jasper Cuppaidge, founder and chief executive of Camden Town Brewery, said: “Camden is not only our home and namesake, it’s a place that constantly inspires us – from the culture, to the history, to the incredible people living and working within the borough. We wanted to celebrate this place – our home – by asking our friends and the whole of London to ‘Raise Hells’ with us.”
The films are topped by a two-minute ode to Camden Town by local actor Ashley Zhangazha who narrates an evocative history of the borough.