ABOUT

Founded in 1999, Meantime is the pioneer of the modern British craft beer movement. Yet, as it grew it faced a new challenge: converting mainstream drinkers to its award-winning taste, whilst keeping its innovative challenger spirit alive.

Audience: Beer drinkers looking for a pint, bottle or can they could be proud of. To succeed, we needed to inspire mainstream beer drinkers to upgrade from a Heineken, Stella Artois or Peroni, alongside reinforcing the choice of the craft beer faithful who had thrust Meantime into the big time.

In a bold step up from previous campaigns, we worked with the client to show the world that Meantime really does MEAN IT, with a campaign platform that remains true to the brewer’s founding belief that good beer comes from doing things properly. This platform is a call to arms, a political manifesto, challenging big beer to MEAN IT as much as Meantime does.

In an OOH campaign, we spread the MEAN IT message across key areas of London with authorised fly-postering and strategic takeovers of out-of-home sites including an iconic mural on Shoreditch High Street. Rather than fill the wall with more posters, we took the opportunity to elevate the space in Shoreditch to an artistic collaboration – working in partnership with artist Leif Podhajsky, whose portfolio includes distinctive album cover artwork for the likes of Tame Impala and Bonobo, we created a vibrant visual representation of ‘MEAN IT’ which created social interest online and connected Leif’s following with the Meantime brand.