Camden Hells were seen as a London only beer for craft ale drinkers. Therefore, the challenge was to drive awareness of the brand by taking it to the mass market, in order for it to become the biggest selling craft beer in the UK, all without losing its uniqueness and individuality. The campaign needed to air in a typically unconventionally way to give everyone across the UK a sip of Camden, stimulate conversation and buck the trend of targeting only 18-39 Men. Find out more...