London craft brewer Meantime has launchd its first above-the-line advertising campaign: Londoners, part of which features illustrator Clara Lacy. Unusually, we don't mean it features the work of the Faberge Egg Hunt-designing artist, but Clara herself as an example of the kind of Londoner viewers should aspire to be while drinking Pale Ale.
The campaign is by creative agency, Black Arts and features imagery by photographer Tom Stoddart. The above-the-line work will run across selected London print media. Meantime is also re-launching its website and social media platforms to tie-in with the campaign. It breaks on June 6 2012 in Time Out and Evening Standard.
Each execution features different black and white shots of creative Londoners – those who have moved to the city and have made London their home – that Meantime says reflects itd passion for its geographic roots and ambition of developing craft beer styles taking old recipes and improving them.
Alongside Clara, the models for the campaign were include a Polish stuntman, Brazilian tailor, and a UK graphic designer who moved to London.