In an electrifying new campaign set to premiere in the UK today, Spike DDB, the creative agency founded by renowned filmmaker Spike Lee, has teamed up with Brooklyn Brewery to celebrate the essence of Brooklyn, New York. This campaign, which will subsequently roll out across Carlsberg Group’s European markets, is backed by a multi-million-dollar investment and aims to accelerate growth in the premium beer segment.
A Storied Legacy of Disruptive Creativity
Spike Lee’s influence on the filmmaking world is legendary, beginning in 1988 with his iconic collaboration with Michael Jordan for Nike. His groundbreaking films, such as “BlacKkKlansman” (2018), “Malcolm X” (1992), and “Do the Right Thing” (1989), have consistently pushed boundaries and brought diverse cultural narratives to the forefront. Lee’s unique perspective as an independent filmmaker continues to shape and inspire contemporary storytelling.
A Journey Through Brooklyn
The heart of the campaign is a short film that features a cameo from Spike Lee himself. Set against the vibrant backdrop of a Brooklyn block and bodega, the film immerses viewers in the borough’s dynamic energy and rich cultural heritage. Through the eyes of Brooklyn native actress Lake Escobosa, audiences are taken on a journey through subway platforms, block parties, and narrow bodega aisles, all while highlighting Brooklyn Brewery’s innovative beer portfolio.
Spike Lee comments on the project, saying, “From Basquiat to Biggie, Streisand to Stanwyck, Brooklyn has always been a beacon for visionaries. Spike DDB is a diverse collective of creative storytellers and filmmaking alchemists, changing perceptions and providing inspiration to keep culture moving in a progressive direction. The synergy we have with Brooklyn Brewery is obvious and strong. From brewing beer to directing films, Brooklyn is the creative foundation that inspires our work.”
Creative Direction by King She
The film is directed by the award-winning duo Radha Ganti and Robert Lopuski, known as King She. With a portfolio that includes work for Jay-Z, Adidas, Spotify, and the 2023 Apple Music & Rihanna Super Bowl halftime show, King She brings a unique artistic vision to the campaign. “As long-time residents of Brooklyn, we were excited about making a film in our backyard. Brooklyn is a world unto itself, and the borough has an essence that’s unmistakable and infectious,” they said.
The directors aimed to capture the rhythm and pulse of Brooklyn through authentic storytelling, reflecting the personality and stories behind each Brooklyn Brewery beer. Brewmaster Garrett Oliver, a cameo star in the film, adds another layer of authenticity with his expertise and passion for brewing.
Brooklyn Brewery: A Symbol of Craftsmanship
Founded in 1988, Brooklyn Brewery has grown into a globally recognised brand, known for its craftsmanship and innovation. From classic beer styles to bold experimental brews, the brewery collaborates with brewers, innovators, and artists worldwide. Their recent milestone includes becoming the official beer of Glastonbury and launching ‘Brewing For Impact’, a collaboration with global breweries using the ancient West-African grain, fonio.
Irina Darling Fonjga, Brooklyn Brewery’s Global Marketing Manager, expressed excitement about the campaign: “Together with Spike DDB, we are excited to share stories from Brooklyn with the world in an authentic way that is as bold, creative, and diverse as our brand, and the borough we come from. Our ambition is to deliver a taste of Brooklyn across the globe, and this campaign does that perfectly.”
A Celebration of Brooklyn’s Spirit
This collaboration between Spike DDB and Brooklyn Brewery is more than just a marketing campaign; it’s a celebration of the spirit, creativity, and diversity that defines Brooklyn. Through captivating visuals, authentic storytelling, and a deep connection to the borough’s culture, the campaign invites audiences to experience the vibrant heart of Brooklyn, one beer at a time. As the campaign rolls out across Europe, it promises to bring a taste of Brooklyn’s unique character and innovative spirit to a global audience.
