Droga5

Beer For All

Droga5 has crafted a new spot for BrewDog and I have to admit, this is one of the best 60-second spots for a beer that I have seen in quite a while. Their very clever script and VO drew me in and hooked me, making me wonder what the next bit will be as the ad progressed.

BrewDog and Droga5 demonstrate that they defy convention in the way BrewDog brews its beer culminating in the announcement that BrewDog is the world’s first carbon-negative brewery. The campaign shows the different lives that its customers and even non-customers lead, and highlights that its carbon negative credentials mean that it is here for the planet and all of its inhabitants. As the world’s first carbon-negative brewery, BrewDog offsets double its entire carbon footprint through tree planting initiatives around the world.

It also brews using renewable energy, uses packaging made from easily recycled materials, and prioritizes local ingredients, as well as transporting its beer in the UK’s first electric 19-tonne truck. Similarly, the new ‘The Planet’s Favorite Beer’ ad campaign challenges the stereotypes in traditional beer advertising, takes the worthiness out of woke, and offers a comical take on the array of people inhabiting planet earth.

The TV ad tells us that BrewDog is not just here for laughing hipsters and clichéd father-son moments; nor is it reserved for its core market of beer lovers. BrewDog is here for all the weird and wonderful people in the world: people who believe in aliens, happy couples, unhappy couples, shoplifters, vegetarians, vegetarians that lie, bad swimmers, people who meditate (but are really just thinking with their eyes closed). Some scenes feature people explicitly ignoring the product or actively rejecting it.

The key message is that BrewDog operates in a way that helps keep the planet alive – whether you drink BrewDog beer or not. The TV ad is supported by Out Of Home advertising and print ads which reinforce BrewDog’s ecological message. Headlined with ‘The Planet’s Favourite Beer’, the ads highlight what BrewDog is doing to stay carbon-negative all done with the brand’s signature humorous, light-hearted touch.

The production of all assets in the campaign has also been offset through tree planting schemes, making it a sustainable campaign in every sense of the word. As part of Droga5 London’s commitment to sustainability, each member of the agency has been granted Lost Forest citizenship and committed to planting a tree in the Forest.

Toyota FCV “Turning Point” Teaser and Microsite.

Today Toyota quietly brought their new 2015 FCV (Fuel Cell Vehicle) to San Francisco  for a demo today. Along with it they launched a new micro site, and a fancy animated teaser video to go along with it. All of this came to my attention when I saw a couple of demo videos online  and did a search for the car. This is actually pretty exciting as far as I’m concerned. I know there are nay sayers , and folks that quickly dismiss the technology, but anything to get us away from fossil fuel use is fine by me. The car is only going to be available in California at first, but hopefully it will roll out on a national level soon.

The video below was produced by Brighton based  and Droga5 with post and animation done by London based, Analog. Following a brief that called for “simplicity, elegance, and sophistication, while ensuring strong storytelling and the human hand” The team pulled off a really refreshing way of marketing a very ubiquitous item. Yes it’s new technology, but its still a car. The team uses a line as a repeated motif and visual connector that leads the viewer through the spot that weaves through the visuals showing archaic fossil fuels, crumbling carbon cities, and emerging as a blue hydrogen highway that represents Toyota’s vision for the future of car propulsion. It’s a nice teaser and one that got me to actually go to the Toyota microsite and sign up for more information.

ING “Numbers” by Erin Hilleli

It’s a sunny Friday afternoon here in the midwest, and Spring is desperately trying to arrive. Because spring is dragging its feet, I started looking for sunny and warm animations on Vimeo. What did I find? This nice little animation by Erin Hilleli for ING. Working with illustrations from the Project Twins, Hilleli directed the piece which was produced by XYZ Studios for agency Drroga5. It’s not a piece about spring, summer or warm weather, but it does feature some killer animation, bright colors, and a warm feel.

ING – NUMBERS from Eran Hilleli on Vimeo.