If something’s worth doing, do it like you mean it.
Meantime has pioneered the British craft beer movement since 1999. In a bold step up from previous campaigns, Above+Beyond had won a strategic pitch and now needed to show Meantime really does MEAN IT, in a campaign that remained true to the brewer’s founding belief that good beer comes from going the extra mile and doing things properly. My challenge was to give the brand a new visual language for this first outdoor campaign, a call to arms, an announcement for it's political manifesto.
The MEAN IT message was spread across key areas of London in a month long campaign of authorised fly-postering and strategic takeovers of out-of-home sites including an iconic mural on Shoreditch High Street with illustrations of Meantime’s beers, complete with a tagline that expresses the brewer’s belief that if you’re going to bother having a beer, have a proper beer.
The campaign will continue into 2017 with nationwide activity across outdoor media, digital, PR and social.