Camden Town Brewery has joined with Wieden+Kennedy London for its longest-running ad campaign yet – showing from 3 April to October across YouTube, TV and digital and social. Meanwhile, animation comes from Blinkink, the studio behind Camden’s last three animated ATL campaigns; the spot is directed by James Papper.
The animated spot takes viewers on a vibrant tour of the Camden brewery – in true Willy Wonka-style, we are led through the factory on a river of beer, floating on a Camden pint glass. As a point of difference, here the river of beer talks, with grime icon Jammer voicing the tour guide and comedian Sarah Levine the visitor. The collaboration between James Papper and illustrator Nahuel Bardi makes for a fun, fast-paced take on the Camden brand world – with elements of humour injected throughout, like some tongue-and-cheek signage.
With the new spot, Camden Town aims to get punters to look beyond their “usual”, drawing attention to products in its range like Camden Pale Ale and Camden IPA alongside its Hells Lager.
Fred Nesbitt, head of marketing at Camden Town Brewery, states: “Illustration and design has always been at the heart of Camden, and that’s why we wanted to create an illustrated beer world to let viewers experience Camden Town Brewery in a fun, friendly and playful way.”
Production Company: Blinkink
Director: James Papper @jamespapper
Executive Producer: Bart Yates
Head of Production: Alex Halley
Producer: Sami Goddard @samigoddard
Character Design: Nahuel Bardi @nahuel.bardi
Background Design: Guy Field @thatguyfield
Animation Lead: Jac Clinch @jacclinch
Sound & Post Post Production: 750MPH, No8
Agency: Wieden + Kennedy London
Creative Director: Albert Pukies
Creative Director: Joe Bruce
Creatives: Chelsea Thorley
Creatives: Hannah Fortune
Agency Producer: Mich Bradfield
Client: Camden Hells
Vivian Ly & Fred Nesbitt
GalleryWieden+Kennedy London: Camden Town Brewery, Make the Fresh Tasting Choice, animation by Blinkink and illustration by Nahuel Bardi (Copyright © Camden Town Brewery, 2023)
Wieden+Kennedy London: Camden Town Brewery, Make the Fresh Tasting Choice, animation by Blinkink and illustration by Nahuel Bardi (Copyright © Camden Town Brewery, 2023)
About the Author
Liz (she/they) joined It’s Nice That as news writer in December 2021. After graduating in Film from The University of Bristol, they worked freelance, writing for independent publications such as Little White Lies, INDIE magazine and design studio Evermade.