:LONDON PRIDE:

Taste The Pride

Asahi wanted to transform their London Pride brand and for consumers shake off conceptions that ale is warm brown and flat, drunk by grumpy old men in dusty pubs.

OUR IDEA WAS: PRIDE IS EARNED

‘Taste the Pride’ was born from the idea that pride is tangible, it shines through works of high craft  – Pride isn’t handed on a plate, it takes enduring effort.

We wanted to show how pride shines through London Pride, and show ale in a way it’s never been seen before; inside the pint!

NOTES:

Pride had to shine through the art direction too!  We commissioned a top liquid photographer, David Lund and pub signwriter, Nick Garrett, to showcase London Pride in a truly stunning, dynamic way

The campaign was brought to life across OOH, trade mentoring programmes and social media.