The campaign, called 'To The Pub', comprises 50 films about 50 different UK pubs. The films were shot by the establishments’ landlords, who were given cameras by Grey and documentary filmmaker Paddy Wivell (Channel 4’s The Tribe).
Pubs in the campaign include Camden’s The Hawley Arms and Nottingham’s Ye Olde Trip To Jerusalem, which is one of several that claims to be the country’s oldest.
Research by the Campaign For Real Ale has noted that pubs were closing at a rate 29 per week – with the most closures in the South East – amid a continuing trend for people to drink at home more.
The campaign launched yesterday (18 October). It breaks online at a dedicated microsite (tothepub.tv) and will also air on TV later in the month.
Nils Leonard, Grey London’s chairman and chief creative officer, said: "Pubs aren’t bricks and mortar, or beer and wine. Pubs are people.
"We wanted to create some work that showcased the beautiful rarity of our nations boozers, and at its best reminded us all why pubs have been at the centre of British culture for as long as they've existed."
The work was written by Alex Tizard, art directed by Jonathan Rands and directed by Wivell through Just So. The media was handled by Nick Steward Media Consultancy.
Grey was appointed as Greene King's ad agency in 2011. The account was previously handled by Dare.
Chris Houlton, the managing director of Greene King’s brewing and brands, said: "Our To The Pub campaign highlights the important social role that pubs play in communities across Britain.
"By capturing just some of the real, intimate and funny moments that happen in pubs every day, filmed by the people who helped to make those moments happen, our campaign invests in bringing the pub and the value it has within the community to the attention of a national audience.
"It has been a monumental team effort to create this campaign and we could not be happier with the results."