This campaign is the first from the South London-based brewery and introduces Small Beer's mission to deliver lower alcohol beer without compromising on big taste. The idea is based around a cultural truth that we are living in a world of extremes, but with Small Beer, drinking doesn't need to fall into that trap - you can step back from those extremes and drink sensibly. It is a campaign that champions the freedom to drink and still see the bigger picture and the balance in life. It's a beer you can enjoy whether you’re a fitness fanatic or just don’t fancy a hangover. The beautifully art directed work portrays this by taking some well-known, preconceived ‘wisdoms’ that on the surface look positive but are in fact regressive, and we flipped them to show just that.

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