Proud of British Beer | SIBA
Campaign film
THE BRIEF
The Society of Independent Brewers (SIBA) is a trade association that represents the interests of an expanding number of UK breweries, supporting them in various aspects of the brewing industry, including advocacy and policy. We were briefed to create a campaign film urging the government to reform the Beer Duty Escalator, a tax to raise beer duty by 2% above inflation each year, which was negatively impacting independent breweries.
OUR APPROACH
Working closely with SIBA’s team and collaborating with renowned beer writer Pete Brown, we developed the concept for Proud of British Beer, a creative treatment that highlights the challenges faced by the industry, as told by SIBA members.
Filmed across the UK, the campaign showcased a diverse range of industry voices and locations, paired with Holst’s “I Vow to Thee, My Country” to create a powerful and emotional film.
Launched on YouTube, the campaign quickly garnered more than 10,000+ views in its first week and played a key role in influencing the government’s decision to scrap the Beer Duty Escalator.
Digitom’s knowledge and understanding of the subject matter was a major contributing factor to the success of the film, I would have no hesitation working with them in the future.
Keith, Chairman
ACHIEVEMENTS
