Tennent’s Sustainability Integrated Marketing Campaign
- One Hero Film
- 20 Film Assets
- 100+ Supporting Photography Assets
- Social Assets
- Campaign Landing Page
In 2019, Tennent’s Lager announced an enhanced investment of £14M in its sustainability credentials, significantly boosting its contribution to the fight against climate change.
Our task was clear—Scotland’s favourite beer needed an integrated campaign that showcased current and planned sustainable actions at every point in the Tennent’s production cycle, from grain to glass.
Working with agencies WIRE and Republic of Media, we devised a multi-platform four-tier strategy which focused on ATL, PR, social, and digital to ensure maximum reach and resonance with our target drinker, communicating that ‘Life is Bigger than Beer’.
The script was created using Tennent’s tone of voice and used repetition as a device to build humour. The structure of the script was optimised for short social media edits, so that the ‘teleportation’ cuts allowed for natural breaks, as well as framing for vertical 9:16 requirements.
We also produced an original score for the film, including exaggerated sound design to add to the comedy and illicit an emotive response from listeners. This not only helped drive the story but music is a powerful tool for memory association.
When casting, we wanted to ensure we had representation of Tennent’s target audience, but also that the cast felt like authentic Scottish locals. The selected cast helped to ensure the film didn’t feel too polished, or far removed from our audience’s expectations.
Supporting Film & Photography
To support the hero film, we produced a package of 20 film assets and over 100 supporting photography assets featuring high-impact aerial footage for social, digital, and out-of-home.
We also delivered four campaign executions which were shown in rotation in over 55 locations across Scotland. This included over 30 static digital billboards, six motion digital billboards, and over 20 printed billboards.
people reached across Facebook and Instagram
unique landing page views
days of video content consumed