Monkey Shoulder / DOOH / The New Rules Of Mixing

How do you use Monkey Shoulder’s position and influence to help pubs and bars across the UK hit financially during the pandemic? 

By donating DOOH ad space to struggling nearby pubs and bars as they reopened in a hyper-localised campaign aimed at, not only encouraging people back to the bar, but informing them of the new safety measures that have been put in place to protect them. All done in Monkey Shoulder’s cheeky and disruptive brand tone of voice. Help out your local but be sure to follow The New Rules Of Mixing.

This campaign won 2nd place, and £250,000 worth of DOOH media spend, in Ocean Outdoor’s 2020 Crucial Creative Competition

DOOH Campaign

Monkey Shoulder bars were identified in areas across the UK including: London, Manchester, Liverpool, Birmingham, Nottingham, Newcastle-upon-Tyne, Leeds, Glasgow and Edinburgh. All of the copy for the new rules were then adapted to incorporate the names of the pubs and bars themselves in a playful way to entertain punters, as well as helping to educate them and support each establishment.

Role: Art Director & Copywriter

Agency: Tommy

Creative Director: Iain Hunter

Additional Art Directors: Will Tunstall and Craig Akehurst

Illustrations: Paige Triplett

Producer: Alexis Sun