For the love of lager

Camden Hells – Forever Beta

For the love of lager

Project Overview

Forever Beta were asked by Camden Town Brewery to develop a campaign which would reignite the UK's love for larger
  • The Challenge


    In a crowded market, Camden Town Brewery needed an iconic, visually striking campaign to re-ignite the UK’s love for lager.

    They needed support to redefine the category.
  • The Results


    “Hello, Hells” is our first campaign for Camden Hells, Camden Town Brewery’s flagship lager.

    Launching in April 2018, the posters were everywhere – not just in London but all over Leeds and Manchester - where the brewery despatched a Northern Beer Team to slake the growing thirst for Camden Hells.

    The campaign will continue throughout the summer of 2018 with fly-posters, cross-tracks and urban banners; as well as digital display, a Time Out cover wrap and a 30 second animated cinema spot with a track by London hip-hop duo Too Many T’s.
  • The Solution


    We needed to refresh the industry!

    So we commissioned ace illustrator Stevie Gee to capture the sheer joy of saying “Hello to Hells”. Those wonderful moments when that first sip goes down and hits whatever spot needs hitting.

    This campaign shows that, whatever the occasion, Hells is always heaven.

    With their determination Camden Town Brewery have re-defined the category and we’ve reflected their confidence in the quality of their lager with the bold and inclusive friendliness of this campaign.

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