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A cloudy start to the day in Kinsale for our Sarah Marcon, judging the Film Craft category for @SharkAwards

Your Shot: Capturing the Spirit of Camden

Posted on Little Black Book Online. Click here for original article.

Sir John Hegarty, Sarah Marcon and Simon Orpin on how Camden Brewery’s first TV campaign came together

Last Friday night, during the first episode of the new series of Cold Feet, Camden Town Brewery made their TV advertising debut. And what a first foray into broadcast. Thanks to a unique partnership with media agency Electric Glue, the whole first ad break in the programme was taken up by the North London beer brand. First, with its new two-minute film about the soul of Camden, then followed by three of the campaign’s four shorter character pieces that brilliantly encapsulate the beer’s rebellious, unique vibe. It was a solid chunk of beer advertising that no doubt captured viewers’ attention.
 
Intrigued, LBB’s Alex Reeves caught up with Sir John Hegarty, Creative Director at The Garage Soho, Sarah Marcon, Executive Producer at Royle Productions, and Simon Orpin, CEO at Electric Glue, to get the complete 360-degree low-down on the campaign, from creative, production and media perspectives

LBB> This i992260c06d671f1c03e8edb3f8636c8bsn’t your average beer campaign. What was the creative starting point for the idea?

Sir John Hegarty> Capturing the spirit of Camden was the foundation of the idea. Camden is one of the most iconic districts of London with an amazing history and pedigree. Independent, irreverent, challenging and yet inclusive.

LBB> What was the casting process for the 30-second films? Did you have clear thoughts on who you were looking for and the messages they’d deliver?

SJH> We didn’t want conventional beer ads with moody millennials posing and pretending to be cool. We wanted to be different yet relevant to the spirit of Camden. We also wanted ideas that challenged conventional beer ads. And therefore characters who did just that. We wanted to wake up our audience and make them think as well as smile. To Raise Hells.

LBB> Why did you decide on Ashley Zhangazha for the two-minute spot? He makes the script so inspiring and proud.

SJH> It was a stroke of luck we got Ashley. We read a review of a production he was in at the Lyric in Hammersmith and immediately got in touch to see if he would present the spot. He loved the script and obviously said yes. We didn’t at that moment know he was born in Camden. That was also a stroke of luck.
LBB> How did you work with the RNIB to make sure you got the tone right?

Sarah Marcon> Getting this spot tonally right was paramount from the outset, as such we had an open dialogue with the RNIB and with our artists Anna, throughout the production process.

LBB> What were your decisions behind keeping the set so stripped back?

SM> We really wanted the characters and words to be the focal point of these spots and the viewers to be drawn into the performances.

LBB> What was your process for guiding the performances, given that they needed to be so authentic?

SM> All of the artists were themselves on set, no hammy deliveries and no one was over directed. Just each person delivering their lines in a way that felt natural and comfortable to them.

The drag queen, she dressed herself – including hair and makeup. And Riff, the guitarist, he’s a performer, an artist, so that’s is what he does. The brief was to play the guitar with the bottle. He freestyled. He literally riffed. So we had loads of different options, which was really interesting to watch. We also needed to make sure we kept his style because it’s him, that’s part of it. All of the artists had their own incredible and unique style, which harks back to the brand, which is all about individuality.
LBB> It’s the brand’s first foray into TV advertising and you managed to take over a whole ad break in the first episode of Cold Feet’s new series. What was behind that decision?

Simon Orpin> We have a strong belief that in the industry these days, creative and media have almost become divorced. We fundamentally believe that creative and media should be planned at the same time. And media is there to liberate that creativity, not just deliver a set of efficiency numbers. The creative is so strong, we really wanted to make an announcement with the work on Friday night. Viewers can work out that there’s something going on that they haven’t seen before, which immediately starts a conversation about it.

The ad break takeover was a consequence of our partnership with ITV. Our approach is different to the rest of the market. We partner with one of the three broadcasters 100%. In the case of Hells, we’ve been speaking to ITV for a while. We’ve got other big partnerships with them. But they were really into seeing how they could go beyond the norm and support new brands and brands that wanted to use TV in an innovative way to support it as much as they could to create some compelling case stories about the medium itself.

Nothing about it was traditional, from what we managed to do for the budget we had. With this first budget the traditional view would be not to do TV because you can’t afford to, but we were able to do it through the partnership in a really decent way. We had the firm belief that with the creative that John was doing – it’s all so visual – broadcast was the place to put it.
LBB> Media-wise, Cold Feet isn’t the most stereotypical show to pair with beer advertising. What was the creative idea behind the media strategy?

SO> We’re putting the single character ads across all the big shows. In some ways it’s shows that you wouldn’t expect to see beer advertising in. We have a view that beer advertising has become a bit stereotypical and boring. The creative here was anything but and it’s done in a very different way, but we also didn’t want a media schedule that’s just buying young men programming. The gender split of people that drink Hells is already more balanced. Most lagers are far more male. But also we wanted to make it the most popular brand, so took a popular view on programmes we were buying into, not just 18- to 34-year-old men. Hence Cold Feet, Coronation Street, the new drama, Liar. And that’s supplemented by all the outdoor at commuter times, the digital stuff, which is a broader target, the VOD and the social stuff. It’s predominantly led by the broadcast. We had to be brave in some of the decision making in terms of thinking big. Let’s try to make something really extraordinary and something you don’t see other brands doing. That’s not trying to be different for different’s sake. It was to stand out. The other thing about John’s creative thought, ‘Raise Hells’ – it’s a call to action. We wanted to start a movement. And I think that the use of TV and how we’ve done it helps encourage people to be part of that movement.

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Camden Town Brewery Celebrates its Hometown with Short Film

Posted on Little Black Book Online. Click here for original article.

Royle Productions and The Garage weave heartfelt tribute to the unique London Borough for the local brewery

roundCamden Town Brewery raises a glass to its birthplace in a celebratory short film as part of the brand’s first ever TV campaign, which launched on Friday evening during an ad break of the new series of Cold Feet. Created by The Garage Soho and executed by Royle Productions, the two-minute salute to Camden celebrates what makes the place so unique and electrifying.

Two key threads run through the film; the words written by Sir John Hegarty and delivered rousingly by actor, Ashley Zhanghaza and the creation of a mural of the Camden Town brand logo on the wall of the brewery itself. Interwoven around these narratives is an exciting mix of footage of the borough’s diverse locations, history, and people – highlighting creative legends like Keats and Pissarro, who called Camden their home.

Royle Productions collaborated with talented young director, Stella Scott on this project, continuing their commitment to support and nurture female directorial talent. Scott seamlessly weaves together modern scenes with archive footage to tap into the ever-thriving pulse of Camden, skilfully complementing Zhanghaza’s recitation of the poem.

Sir John Hegarty comments, “This is a film that celebrates Camden’s rich culture and history. And underlines for people why a beer from this unique part of London is special. With a slogan Raise Hells it encourages the audience to raise a glass of Camden in tribute to this amazing borough.”

Royle’s Head of Production, Sarah Marcon added, “As the birthplace of Camden Town Brewery, we wanted to showcase the heart of Camden and what it represents. Shooting in the centre of the market at peak times could have been a nightmare but we were overwhelmed by the positive reaction of locals to what we were doing.”

Stella Scott said about directing the film, “I really enjoyed taking to the streets of Camden to capture what we could of this corner of London, to get a balance of real and staged moments, and see the film come to life.”

Celebration’ is now live on TV and online alongside the four 30-second films ‘Characters’ of the same campaign.

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Raise Hells! Camden Town Brewery Champions Individuality in Inaugural TV Campaign

Posted on Little Black Book Online. Click here for original article.

Captivating films by Royle Productions and The Garage Soho put distinctive characters at the heart of the Camden Hells Brand 

British beer success story, Camden Town Brewery, launches its first ever TV campaign ‘Characters’ celebrating the eclectic and inclusive spirit of its birthplace. The brewery teamed up with The Garage Soho and Royle Productions to create ‘Characters’, which promotes its signature lager, Camden Hells, initially launching on September 4th with five-second teasers before the 30”s and 10”s launch. The campaign features Londoners, each of whom reflect the unconventional, ‘anything goes’ spirit of Camden.

Directed by Sam Washington, the compelling films feature monologues from four characters, each of whom exemplify Camden’s fiercely unique spirit: an actor, a drag artist, a visually impaired woman, and a blues guitarist. In the captivating and memorable character portraits, each individual shares their refreshing honest musings on life, which range from funny and insightful, to thought-provoking.

6e5568f8768dd97c522281aca1f338faTasked with discovering the stars of the campaign and bringing the idea to life, Royle Productions undertook extensive casting and full production. The team also partnered with the RNIB (Royle National Institute of Blind People) so as to share Anna Canning’s story in an authentic light.

Sir John Hegarty comments, “So much beer advertising is boring and clichéd. We wanted scripts which reflected Camden’s individuality, diversity and irreverence. Challenging and entertaining.”

“We were looking for distinctive characters who could bring their own unique energy to the scripts” added Sarah Marcon, Head of Production at Royle Productions. “Our casting process was lengthy and we interviewed many interesting people before whittling it down to the four strongest personalities. The sheer diversity we encountered reflects Camden’s rich identity and soul. Wanting the characters to shine, we opted for a stripped-back set up and minimal styling.”

‘Characters’ launches September 4th with teaser TVCs, to be followed shortly after by the full length 30” & 10” films.

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It is with the heaviest of hearts that we say goodbye to our dearest friend and boss, Frances Royle. Our thoughts are with her family.

Swapping Shells: Zoopla Launches New Crabworld Campaign

Posted on Little Black Book Online. Click here for original article.

Royle Productions collaborate with 101 as part of Zoopla’s biggest ever campaign

Zoopla, the UK’s leading property website, has enlisted the help of a cast of hermit crabs as it unveils its biggest ever campaign. Devised by creative agency 101 in collaboration with Royle Productions, the Crabworld campaign initially launches with 60” and 30” TVCs on April 18th.

crabDirected by 101’s Augusto Sola through RiffRaff, the films feature several hermit crabs –   the world’s most prolific movers – who move between custom-made shells, each adorned with a 3D printed property, to replicate the simplicity of moving homes through Zoopla.

Tasked with making the creative concept a reality, Royle Productions contacted several specialists, including wildlife documentary producers, to determine the likelihood of   creating the campaign without VFX. With the specialists confirming that the hermit crabs would indeed move from shell to shell, the team set about sourcing a location   which played host to hermit crabs, ultimately settling on Costa Rica.

Sarah Marcon, Head of Production at Royle Productions, explains: “The houses were 3D printed whilst the shells were more traditionally modelled, based on the shells that we’d source from Costa Rica, and were fused together by modelmakers.

“It was a pleasure to work with 101 again following on from the Costa campaign we collaborated on last year. Throughout the project, Gus (Sola) was immensely passionate about the idea”.

The fully integrated campaign, which will air across TV, cinema, online and VOD, launches on April 17th.

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Quorn Unveils Discovery Campaign as Part of Major Relaunch

Posted on Little Black Book Online. Click here for original article.

Royle Productions team up with Mawhinney Collins as Quorn overhauls brand positioning with nine film campaign

Quorn, the healthy protein brand, has launched a new global advertising campaign as part of a major relaunch, with Royle Productions teaming up with Mawhinney Collins to create a series of nine commercials as part of a TV and online campaign.

spagbolWith Alan Davies providing the voiceover, the campaign is anchored on discovery – ultimately exploring recipes you can make with Quorn, showcasing its versatility as an ingredient, with the added benefit of it being a rich and healthy source of protein.

Marking a departure from the brand’s three-year relationship with Mo Farah, which saw the Olympian star in Quorn’s ads as a brand ambassador, the new campaign brings a fresher, updated aesthetic.  Frances Royle, Founder of Royle Productions, comments: “The campaign showcases the fantastic range of recipes you can create with Quorn, all shot beautifully by our director, Richard Jung. It’s all about the food at the end of the day, so it was imperative for the food to look appetising and delicious”

The campaign was shot at London’s Black Island Studios across four challenging shoot days in which a broad selection of dishes and ingredients were showcased. “In total there were 35 actors cast across the nine commercials, each of whom had to be likeable, believable and interesting,” explains Royle. “There’s a lot packed into each film, and there’s a real energy surrounding each family, setting and meal.”

Richard Jung added: “A project of this size and complexity could have easily become overwhelming and credit is due to Royle Productions and the team at Nice Shirt Films for a smooth and very enjoyable operation.”

With the campaign set to air across several global territories – UK, ROI, Sweden, Germany, Australia and the USA – there was consideration when it came to the set design to ensure the films worked across multiple markets. A total of nine 20’ and four 10’ edits will be released for TV and online across a 48 week period, starting on 20th March 2017.

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