Rainey Kelly Campbell Roalfe/Y&R created Global Brewers Initiative’s launch ad, "let there be beer", in 2013. The agency is repitching against McCann Birmingham, Now and SapientNitro.
The Advertising Standards Authority censured "let there be beer" in December 2013 after a complaint from the Youth Alcohol Advertising Council. One week earlier, a content-led TV campaign that starred Tim Lovejoy and was brokered by Mindshare escaped a ban after complaints that it could be mistaken for programming.
Global Brewers Initiative did not respond in time to comment.