Greene King creates hop history

The 30-second campaign, created by Pete Loulianou and Ollie Agius, and directed by Balazs Simon through BLINKINK, combines Greene King’s brewing heritage, the legends of Bury St Edmunds, and reimagined beer recipes into a contemporary visual homage that spills out of the can itself.

To create the spot, illustrations inspired by woodcut engravings common to the medieval era were mapped out using hundreds of lines of code, then laser-cut out of 355 aluminum cans. 

They were then animated using stop frame animation to bring the stories to life. A light was placed inside the cans to project the cut-out illustrations showing the techniques and ingredients that go into making the beers and the stories that inspired them, featuring flint-tipped arrows and St Edmund’s beheading.

“Like the beers themselves, this campaign has been a long time in the making, but it is worth the wait." explained Steve Hawthorne, Creative Director at House 337, said. "The technical complexities behind it are truly mind-boggling, which precisely reflects the way in which we’ve created something that does justice to the craft, know-how and expertise Greene King has put into its new range of beers.”