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Camden Town Brewery Invites Us to #RaiseHells for Its Inaugural TV Campaign

Media partnership agency Electric Glue implements 360-degree campaign to establish Camden Hells as the UK’s most loved lager

Camden Town Brewery teams up with Electric Glue, The Garage, and Royle Productions to invite us to #RaiseHells for its inaugural TV campaign. To promote Camden Hells lager, the brewery celebrates the vibrant and eclectic spirit of the birthplace of its brand.

The creative, by Sir John Hegarty, was devised in tandem with the media approach, shines a spotlight on real individuals from Camden who share the brand’s openness and passion for life. A unique media partnership brokered by Electric Glue with ITV and Posterscope brought the partners together to forge a consistent and valuable proposition for the campaign. Boasting a line-up as diverse and rich with character as the place itself, the compelling campaign films introduce four unique people – a dapper actor, a drag queen, a visually impaired woman, and a blues guitarist – who are confident and charismatic in their identity.

Electric Glue logo

Camden Town Brewery worked with media partnership agency, Electric Glue, to establish Camden Hells as the UK’s most popular and most loved lager. Complementing the brand’s innovative spirit, Electric Glue devised a 360-degree media strategy – including TV, VoD, socials, and DOOH – that goes beyond traditional media plans. The DOOH spots will play out in major train and tube stations across the city and be supported by a special billboard takeover in the heart of NW1. The disruptive media strategy was set in place from the onset, allowing for the creative to be built alongside it. For Raise Hells, Electric Glue mobilise a three-pronged approach of intrigue, surprise, and engagement to reach as many Londoners as possible.

Building anticipation are five-second character teasers that run sequentially through key programme breaks on TV in the week prior to campaign launch. Viewers are encouraged to engage with the #RaiseHells hashtag, through a Twitterbot activation designed by Electric Glue. Those who tweet using the hashtag are rewarded with full-length character films, generating online buzz and conversation.

Kicking off the campaign teasers on 4th September, Electric Glue entered into a solus partnership with ITV to secure the special ad break takeover of comedy series, Cold Feet. A two-minute film celebrating Camden and three consecutive 30-second character TVCs take over the entire programme break at 9:15pm on ITV, leveraging Cold Feet’s huge audience reach across London. For the final clinching engagement stage, Electric Glue will continue to develop the creative narrative of the characters through TV, digital, and socials – further driving audience participation.

Simon Orpin, CEO of Electric Glue, says, “Camden Town Brewery was looking for a smart media strategy to liberate their creative and make their budget work harder. They’ve nurtured a much-loved reputation for Camden Hells and developed a strong bond with the community, so it was up to us to deliver on their brand ambition. This project is a great example of what can be achieved when the creative is developed to work hand in hand with media strategy. The rewards are great for all parties involved: with our sacrifice and overcommit model, we can deliver effective and impactful creative at phenomenal value.”

Jasper Cuppaidge, founder and CEO of Camden Town Brewery, says, “This campaign is an incredibly exciting and landmark moment for Camden Town Brewery. Camden is not only our home and namesake, it’s a place that constantly inspires us – from the culture, to the history, to the incredible people living and working within the borough. We wanted to celebrate this place – our home – by asking our friends and the whole of London to ‘Raise Hells’ with us.”

Sir John Hegarty, founder of The Garage Soho, says, “To become an iconic brand you have to at some point create broadcast advertising. Celebrating the power of broadcast to widen and engage audiences, whilst simultaneously using digital to deepen people’s experience of the story we’re telling, will bring Camden – the place and the brewery – to a whole new audience.”

Simon Daglish, Deputy Managing Director, Commercial, ITV says, “ITV is looking forward to supporting Camden Town Brewery in the launch of its first ever TV campaign. We’re proud to be able to use the strength and scale of the ITV brand to help grow businesses like this through the power of TV advertising.”

The Raise Hells teaser films launch 4th September and will be followed up by both the full-length character films and Camden celebration films on 8th September 2017.

To unlock exclusive campaign footage, tweet with the #RaiseHells hashtag.


Brand: Camden Town Brewery
Creative Agency: The Garage Soho
Founder & Creative Director: Sir John Hegarty
Writers: Sir John Hegarty & Neil Patterson
Creative Project Manager: Moira Rigopoulos
Production Agency: Royle Productions
Director: Sam Washington
Exec Producer: Sarah Marcon
Producer: Selena Cunningham
Production Manager: Agnes Szyperek
Production Assistant: Marta Belczynska
DOP: Paul O’Callaghan
1st AD: Will Jasper
Post Production: Raised By Wolves
Flame Artist: Jon Hollis
Editing: Flock Collective
Producer: Arlinda Craven
Editor: Alexandra Wood
Graphics: Studio Juice

For information and resources relating to the press release please contact Paul Monan, PR Account Manager, Electric Glue;

About Electric Glue

We are a Media Partnership Agency.
We Glue Clients and Media Owners.
We Glue Ideas to Audiences in a Screen Based World.
We Glue Creative Agencies into the process.
We Glue the Consumer Journey from Desire to Action.
We Glue Rewards to Results.
We believe that in all partnerships, everyone should win.

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