LONDON, UK — St Luke’s first work for Beavertown Brewery takes the brand above the line for the first time with a campaign that stages an invasion of friendly aliens, who’ll open minds to a more interesting way to live – and drink beer.
The campaign lands when the Beavertown aliens crash their spacecraft into a wall in the heart of Shoreditch on Hanbury Street. An eye-catching painted mural that depicts the crash will come to life by scanning a QR code on the artwork to reveal a 3D AR video of the scene, which can be shared online. The AR scene will show the aliens taking pictures of their crash scene, trying to fix their spacecraft whilst boulders of rocks fly towards the viewer around them.
Working closely with Beavertown’s in-house Creative Director, Nick Dwyer – responsible for the iconic Beavertown world branded on cans – St. Luke’s creative developed the concept and idea, with Nick providing the illustrations and St Luke’s producing the animations.
In East London and Manchester, street advertising (artwork steam cleaned onto dirty street pavements) will appear showing alien footprints leading towards “fly poster” sites – as if to show the position the aliens were in when posting the posters. The vibrant posters in a mix of 96, 48, 24. 16 and 4 sheets, will announce that the Beavertown aliens come in “Peace, pints and cans.”
A trail of sticker clings will also be stuck to walls and lamp posts across Dalston, Hoxton, London fields, and Manchester’s Northern Quarter, featuring QR codes that will link to footage showing curious alien sightings. The content for these films was created by specialist video production agency, Habitual.
From 26th July, the full campaign will go live across bus sides, roadsides, London Underground, and in stores and pubs, backed by social media executions The aliens will come to life throughout as they make their peace offerings to the nation: Neck Oil beer that can be bought on draft and in cans.
Tom Rainsford, Beavertown Marketing Director, said: “We’re incredibly excited to be bringing our friendly invasion to the streets and spreading the word about Beavertown. We believe that great beer should be on every street corner. This campaign is all about bringing to life the things that make this brand great and driving towards the goal of giving everyone cracking beer.”
Al Young from St Luke’s said: “We’re delighted to be unleashing the joyfully anarchic Beavertown world onto a bigger stage, in the form of a friendly alien invasion.”
Beavertown appointed St Luke’s as its first-ever ad agency in June, following a competitive four-way pitch. The agency was given a remit to develop a new brand platform that would welcome people into the highly distinctive world of Beavertown.
The beer has unique illustrated packaging and a choice of brews including Neck Oil, Nanobot, Lazer Crush, and Gamma Ray. Beavertown was founded in 2011 by Logan Plant, who is one of the key players in the craft beer revolution.
