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 whilst still seeing 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 subverting some well-known, preconceived ‘wisdoms’ that on the surface look positive but are in fact regressive.