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World's Smallest Protest.

BrewDog

Public Relations

Description

When the founders of maverick craft brewery, BrewDog, decided to battle against 300-year-old legislation by lobbying to get two thirds of a pint measures legalised in UK pubs, they called in Manifest to make the media take notice. James Watt and Martin Dickie, who set up the iconic beer business in 2007, were outraged that the British public only have the option of half or a whole pint, so we decided to lobby for a 'small beer' two-thirds of a pint measure with The World's Smallest Protest.

Execution

Our strategy was simple - to demonstrate that smaller things often have a significant impact, by hiring a single dwarf to protest against the legislation at Westminster. In order to make the event unequivocally 'BrewDog', which has the motto 'Beer for Punks', we threw some punk attitude into the mix. The team got straight to work on sourcing a Mohawk, printing placards, securing an acclaimed photographer and working out a careful media pitching strategy for the teeny, tiny protest. One dwarf, one placard, one cause.

Summary

The live protest saw the brilliant photographer Paul Clarke, Manifest's Camilla and Nick the 4' 5" punk dwarf visit London's political landmarks. He lobbied 'Small for All!' in Westminster, urged that 'Size Matters!' outside 10 Downing Street and endorsed 'Craft not Crap!' in Piccadilly Circus. Twitter was buzzing with sightings of the strange protest and crowds formed in Westminster before the Police decided to evict the angry little protest from the vicinity (providing a great press shot!).

The event made what might have been a dull trade story into a media sensation, with coverage across the media spectrum. The Morning Advertiser and The Publican led the trade media plaudits, while Zoo, Nuts, FRONT and FHM shared details of their visit from a dwarf protester online. We think BrewDog will have their responsible drinking glassware gracing pubs around the country in no time, and if they don't, we might not have seen the last of the little punk protester.

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