Campaigns as CD of draftLine,
the in-house agency for ABInBev
At draftLine we made UK and EU campaigns for ABI's beer portfolio, establishing the agency as an innovative, creative partner to our brand team colleagues. The creative department I recruited was the most diverse I'd ever worked in as I applied American Football's Rooney Rule to my own recruitment. We were professionally diverse too with creatives from LADBible, Copa90 and Adam & Eve.
SAVE PUB LIFE
Soon after the first lockdown we set about thinking of ways to help our suffering pubs.
I'm incredibly proud with the activation we invented.
Soon after the first lockdown we set about thinking of ways to help our suffering pubs.
I'm incredibly proud with the activation we invented.
STELLA TIPS
This campaign was Save Pub Life's second coming. Bar staff didn't work in 2020. They needed a helping hand. Enter 'Stella Tips'- a £1 tip for bar staff for every pint of Stella Artois they pour. stellatips.savepublife.com/beer-lover/
We recycled old ads for the TV launch - a quicker way to get the campaign live.
2,000 pubs signed up to the scheme. 12,000 bar staff got £500k in tips.
The campaign generated £500k PR value and we saw a rise in the number of pubs stocking Stella Artois.
This campaign was Save Pub Life's second coming. Bar staff didn't work in 2020. They needed a helping hand. Enter 'Stella Tips'- a £1 tip for bar staff for every pint of Stella Artois they pour. stellatips.savepublife.com/beer-lover/
We recycled old ads for the TV launch - a quicker way to get the campaign live.
2,000 pubs signed up to the scheme. 12,000 bar staff got £500k in tips.
The campaign generated £500k PR value and we saw a rise in the number of pubs stocking Stella Artois.
Click to play TVC
It went down well in adland press and beyond.
Here's how the campaign played out in pubs and how much staff embraced the idea.
