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Camden Town Brewery reveals first TV campaign

Camden Town Brewery, producer of Camden Hells Lager, has released its first TV campaign, in a partnership with ITV and brokered by Electric Glue.

The campaign is built around the brand's Raise Hells manifesto and showcases a vibrant, spirit based on the brewery's home in the London borough of Camden.

The campaign is anchored by four 30-second films entitled Characters. Each film stars 'real' Londoners.

In each film, the protagonists articulate what Camden means and invite the viewer to ‘Raise Hells'.

The films are accompanied by a two-minute film entitled Camden Celebration, which stars the Camden-born actor Ashley Zhangazha delivering an ode to Camden from the stage of The Roundhouse. Ashley’s narration is made up of depictions of the borough’s history. From the artists who helped cement Camden’s cultural importance, including Keats and members of the post-impressionist Camden Town Group, through to the bitter rivalry between English, Welsh, Scottish and Irish labourers in the 1800s, who travelled from all corners of the UK to build railways and waterways in Camden, and whose brawls were kept apart by establishing a pub for each nation (the Windsor Castle, Dublin Castle, Edinboro Castle and Pembroke Castle). The unique script is accompanied with striking visuals including a mural painted by Corin Kennington and archival footage of the borough sourced from a number of archive libraries.

The films were created by Camden Town Brewery in partnership with Sir John Hegarty and his incubator company, The Garage Soho. Sir John Hegarty has been linked to Camden Town Brewery since it was founded in 2007, as an original investor, board member and father-in-law to the brewery’s founder and CEO, Jasper Cuppaidge. Alongside his team, John worked with Camden Town Brewery to draw on archival, literary and community research during the development of the films.

Launching in London this week, the films will reach over 10 million people across the capital during September across three phases. The first phase will consist of five second versions of the four ‘Characters’ films rolled out across ITV, at DOOH spots in major train and tube stations across the city and on a special billboard takeover in the heart of NW1 – all supported with a ‘surprise and delight’ #RaiseHells social campaign.

Next, the two-minute ‘Camden Celebration’ will premiere on ITV on Friday 8 September, as part of an ad break takeover in the first episode of the new series of Cold Feet. Following this, the four ‘Characters’ films will play out for the remainder of September exclusively on ITV during some of its most loved shows. This campaign is part of ITV’s aim to support the next generation of super brands into the advertising sector.

The campaign follows the recent opening of Camden Town Brewery’s brand new £30m brewery in Enfield. The 50,000+sqft environmentally friendly site is the largest investment in London’s brewing industry for three decades and will enable the north London brewery to keep up with ever-increasing demand for its beer. The new brewery is a short journey from Camden Town Brewery’s first home under the arches of Kentish Town West, which will continue to operate as a brewery, specialising in innovation, specials and collaboration beers.

Jasper Cuppaidge, founder and CEO of Camden Town Brewery, says: “This campaign is an incredibly exciting and landmark moment for Camden Town Brewery. 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.”

Sir John Hegarty, founder of The Garage Soho, says: “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.”

Simon Daglish, deputy managing director, commercial, ITV says: “ITV is looking forward to supporting Camden Town Brewery in the launch of its first ever TV campaign. We’re proud to be able to use the strength and scale of the ITV brand to help grow businesses like this through the power of TV advertising.” 

This is the brand’s first above the line campaign, created by The Garage Soho in partnership with Royle Productions and amplified via a unique media partnership brokered by Electric Glue with ITV and Posterscope. Bespoke typography for the films was created by Studio Juice, the brand’s design agency.

8 September 2017 - Sam Coyne The Drinks Report, news editor