Global Brewers Initiative: Let There Be Beer

From RKCR/Y&R comes a campaign to bring Brits back to beer.

On behalf of beer and the Global Brewers Initiative, the “Let There Be Beer” campaign is set to reignite the UK public’s love of beer and restore lagers, ales, bitters, pilsners and stouts firmly in the nation’s heart. The initiative comprises some of the world's biggest brewing companies, national brewers, publicans, retailers and organisations such as the British Beer & Pub Association (BBPA) with support from the Campaign for Real Ale (CAMRA) and the Society of Independent Brewers (SIBA).

The campaign will involve a multi-platform programme including a broadcast partnership, celebrity associations, a social media content programme and a national TV ad campaign—directed by Guy Shelmerdine. The ad follows three characters: a bloke battling his barbecue, another bloke meeting his girlfriend's dad, and a woman anxiously awaiting 6 p.m.