Camden Town Brewery launches its largest ever ATL campaign on a river of beer
Camden Town Brewery is launching its largest campaign yet, all to encourage beer drinkers to think beyond the usual pumps.
In the above-the-line (ATL) campaign, comedian Sarah Levine is taken on a tour of the Camden Town brewery building, showcasing the brand's range of beers. The video ads feature Levine guided by a talking river of beer – voiced by UK grime musician Jammer.
The series, created by Wieden+Kennedy London, marks the first time the brand has highlighted the brewery’s core range which includes Camden Pale Ale and Camden IPA, where previous efforts have focused primarily on its Hells lager.
Animation studio Blink, which has worked on Camden’s last three animated ATL campaigns, is on board for the creative, as is illustrator Nahuel Bardi. The campaign will run nationally from April 3 through to October across TV, BVOD, YouTube, digital and social in the longest-running ATL campaign from the brand.
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Fred Nesbitt is head of marketing at Camden Town Brewery. He said: “Illustration and design have always been at the heart of Camden, and that’s why we wanted to create an illustrated beer world to let viewers experience Camden Town Brewery in a fun, friendly and playful way.
“Having brought fame to our Hells Lager with our previous ATL campaigns, as a craft brewery we’re excited to show off our brewing creds by featuring more of our core range with our Pale Ale and IPA making their first appearances.”