Meantime takes London Craft Beer to another level in collaborative campaign
Meantime Brewing Company has teamed up with Discovery and ENVY Advertising to create the Make Time For It campaign, a six-film mini-series centred around one of the brewery’s founding principles; time.
Often referred to as the ‘fifth ingredient’ in their beers, time is an integral element to Meantime’s brewery process. It takes six weeks to brew their beers and allow their distinct flavours to develop, far longer than many of the other big beer brands.
For the campaign, six talented craftsmen from six cities have been give six weeks to design one element of a pop up bar. The bar will be the centre of Meantime’s presence in London in October, where they plan to bring an extraordinary drinking environment to the banks of the Thames. Directed by Ceri Payne, the series of films ultimately highlights the similarities between Meantime and the craftsmen in their creative and manufacturing processes.
The first instalment in the series stars Liam Hopkins, a Manchester-based furniture designer who’s been tasked with creating a bar stool inspired by Meantime’s brewery tanks instalment in the series stars Liam Hopkins, a Manchester-based furniture designer who’s been tasked with creating a bar stool inspired by Meantime’s brewery tanks.
ENVY Advertising partnered with Discovery to provide the post-production for the six-film series, providing grade, sound design and Flame work.
Arge, Sound Designer at ENVY Advertising, comments: “From the outset, it was evident that sound was going to play a very important part in this campaign. Our brief was to compliment the quick cutting style of the edit with interesting, dynamic and original sounds that would enhance the organic noise associated with the action. These sounds work rhythmically together to compliment the ‘time’ theme of the campaign, and the central clock motif of the Meantime Brewery.”
Danny Wood, Colourist at ENVY Advertising, comments: “The films are quite textural which was bought to life with the grade. There was a lot of attention on very vibrant off-primary colours with slightly unusual contrast curves which produced a filmic look.”
Pete Burch, Producer at ENVY Advertising, adds: “It’s always a pleasure to work with the guys at Discovery. I know all the team involved are really proud of the work they’ve done here and we’re all happy to have been able to help Ceri realise the audio and visual potential of these films.”
The first film launched on May 31st and the campaign will continue throughout June.