With three pubs closing their doors for good every day, the British Beer Alliance needed Chancellor Philip Hammond to freeze beer tax and help save the great British pub. It called for something that behaved less like an ad and more like political propaganda. Long Live The Local became the rallying cry, complete with its own ‘Pintsclamation’ mark. Inspired by old handmade campaign posters, the art direction combined bold colours, mixed typefaces and photography by Ewen Spencer.

It launched with a film directed by Tom Green, 32 unique posters across thousands of sites, 1.5 million beer mats and a website for signing the petition and writing to local MPs. The campaign gathered over 100,000 signatures, and Hammond announced the freeze in his Budget.