We were tasked with getting real lovers of real beer to choose Gem as their pint of choice.

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In the first of these executions, the copy parodies the florid descriptions you’d expect to find on the craft beer scene; it’s then juxtaposed with a simple, tongue-in-cheek strapline, ‘Pull the other one’. For the second, we play on the name of the beer, 'Gem' – in other contexts, a highly desirable object that amounts to a small fortune.

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Roles: Copywriting, concepting