Britain’s Beer Alliance Print Goat by the community/la comunidad London

Goat

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Industry Beers and Ciders
Media Print, Magazine & Newspaper
Market United Kingdom
Agency the community/la comunidad London
Executive Creative Director Mark Hunter
Designer Marcos Quinn, Adam Brewster, Stephen Vaughan
Released October 2017

Awards

Wave Festival 2018
Industry Craft Illustration Prata

Credits & Description

Client: The British Beer Alliance
Campaign: “There’s a Beer for That”
Agency: the community
VP, Executive Creative Director: Mark Hunter
Head of Design: Adam Brewster
Designer: Stephen Vaughan
Designer: Marcos Quinn
Director Interactive Program Management: Mick Bailey
Senior Account Director: Jarrod Cocksedge
Brand: Britain’s Beer Alliance
Programme Director: David Cunningham
Illustrators:
“Salmon”: Bob Venables
“Pig”: Julian De Narvaez
“Goat”: Pat Perry
“Bull”: Freya Hartas
“Cod”: James Gilleard
Published: October 2017
Description:
Have a Golden Ale with Goats Cheese
There's a Beer for That
Synopsis:
This campaign was designed to broaden the perception of beer in the UK by communicating that beer is a brilliant accompaniment to food. The target audience was men and women, 30-50 years old, who love food and drink and have the disposable income required to try new things. Strategically, we decided to present this information via a series of beautiful works of art in which a type of food is literally inviting you to have a beer with them. It was important to us that the character in each ad represent a different ‘type’ of British beer drinker. The illustration style for Pig represents a posh Northern uncle and was based on old cigarette trading cards of cricket players from the 1930s. For the seaside Cod character, we took our style cues from early naval tattoo art. In order to represent these different styles faithfully, we used five different artists in four different countries. Not a simple solution. But the results were worth it in the end.