Greene King


To The Pub


JSF Collective






Brief: We were challenged by GREY London to produce a TVC campaign celebrating the institution that is the British local pub, in response to a time of uncertainty, as pubs close at a rate of 29 per week. 

Winner of best ad at Beer Awards 2016

Response: We developed a TVC series filmed by the people who know these pubs best: the landlords and regulars. Extensive research produced a cast of hundreds of real people, uncovering stories from darts tournaments to first dates, weddings to wakes and more. Home-video style footage captures intimate moments and genuine community spirit in distinctive and relatable content. We first broke the films on a bespoke website, engaging an audience who could search for pubs by region, before launching the TV campaign during the Rugby World Cup. This was a celebration of the authentic everyday; real stories, real people, real pubs.

Outcome: Over 50 films have been delivered so far, all hosted on a bespoke website. The TV campaign aired alongside high-profile, high-production TVCs during the 2015 Rugby World Cup, and a second phase of the project is currently in production.