Beer Heroes

Entry code: S043GD19Agency: MCCANN MilanAdvertiser / client: Ubrew
Group: S Activation

Campaign idea

Ubrew is a small open brewery where 'you brew' your own beer. However, they're located at a loose amalgamation of breweries and have also to fight against the global brands, which annually spend millions in advertising. So, we launched the campaign, an insane quest for these anonymous 'beer heroes' of the internet. After a hardworking year, we found some of them and launched few documentaries about their heroic life as beer savers. And then, we paid them the best tribute possible, we brought them to London to brew their own beer, eventually launching a limited edition based on their deed.

  • Brand name: Ubrew Beer
  • Advertiser / client: Ubrew
  • Product / service: Ubrew Beer
  • Campaign name: Beer Heroes
  • Agency network: MCCANN WORLDGROUP
  • Agency: MCCANN Milan
  • Additional company: MRM//MCCANN Italy
  • Production company: Think Cattleya
  • Web address:
  • Executive creative director: Alessandro Sabini/CCO
  • Creative director: Eoin Sherry - Fernando Dominguez - MRM, Alessandro Sciortino
  • Art director: Eoin Sherry - CD
  • Copywriter: Fernando Dominguez - CD
  • Designer: Simone Fatone MRM Motion Designer/3D Artist
  • Strategic planner / strategist: Giovanni Lanzarotti /Head of Strategy
  • Film production: Think Cattleya
  • Director: Umberto Carteni
  • Director of photography: Karim Andreotti - Think Cattleya
  • Agency producer: Michele Virgilio /Head of Production MCCANN - Martino Benvenuti Executive Prod.Think Cattleya
  • Post production: Marta Mangiucca - Think Cattleya - Producer
  • Digital production: Mike Cooper - MCCANN EMEA - Digital Director
  • Digital creative: MRM :Riccardo Daverio - Art, Camilla Canova Copy
  • Event production: Nicola Guarino - LIVE Milan, Head of Social
  • Additional company: MCCANN IT:Daniele Cobianchi CEO,ValentinaCatese Project Manager,MCCANN EMEA:Adrian Botan President Creative EU,Global ECD,CarmenBistrian Creative Excellence Manager EU,MCCANN UK Mike Oughton Head of Copy,FabioFurnari UX Design,AndreaCasale Social Art