For centuries, London life in all its joy, colour and vibrancy has been played out in the nooks and corners of the capital’s pubs.

Greene King wanted to position its pubs as an essential part of that story; special places where friends, family and colleagues can celebrate everyday moments, from hosting a long-overdue catch-up to a sunny post-work pint.

But there’s a lot of competition out there, so we needed to create a campaign that would cut through the noise while staying true to the warmth and character of the brand. In response, we developed a series of distinctive, heartfelt tributes that portrayed Greene King pubs as places that are woven into the city’s fabric.

At the heart of our campaign was a film starring London-based poet and spoken word artist Lotte Rice. Having penned her own passionate love letter to life in London and the pivotal role of the pub, Lotte recited her poem while travelling through various London locations. Taking in vibrant high streets and peaceful riverside spots, Lotte’s journey is infused with unique places, genuine smiles and carefree fun, and reflects the importance of social connection.

Finally meeting a friend at a Greene King pub, Lotte sums everything up with the resonant words:

‘We can always find a place to meet,
To share stories of triumphs and defeat,
To soften into each other’s edges,
And slip into that sense of sweet social release.’

Building on this, our campaign spread across digital OOH and social media with a series of conversational and pithy poems. Reflecting the ups (and downs) of life, the changing seasons, as well as cultural and sporting events, they placed Greene King pubs at the very heart of London life, in all its glorious variety.