Eldridge Pope, the makers of Thomas Hardy Country Bitter wanted to advertise their new beer. While the budget wasn’t limitless, the brief was. So we decided to create a campaign of bus sides to promote the traditional cask ale. The idea fell out of the product name, so the tagline ‘A Truly Classic Pint’ was created to obviously play on the Thomas Hardy literary connection. Four images were then created, 1. A full pint of Thomas Hardy, 2. An empty pint of Thomas Hardy, 3. An open pump, and 4. A pump showing they’d run out of Thomas Hardy. From these four states ten ideas were created, all using classic works of literature to drive home the message. This not only injected humour into the brand, but also drove home the Thomas Hardy name to create a memorable campaign that had legs to work not only across media, but also easily continue with more than the ten presented.