Greene King

It’s Just A Name

Agency: Engine Creative


Engine Creative is launching a humorous VOD and social campaign for Greene King’s Ice Breaker pale ale showing that the brand won’t help people to break the ice in social situations. It’s just a great tasting beer, filled with hoppy goodness.

Aiming to build recognition and awareness of the craft beer and give it a memorable identity, the campaign called “It’s Just A Name” consists of three films which shed light on the highs, lows and awkwardness of social situations.

In the films, people are inspired by their can of Ice Breaker to be bold and break the ice in a social situation. But every time they try, they realise that, sadly, Ice Breaker is just a name and doesn’t turn them into a social superhero.

This professional campaign titled 'It’s Just A Name' was published in United Kingdom in August, 2022. It was created for the brand: Greene King, by ad agency: Engine Creative. This Integrated medium campaign is related to the Alcoholic Drinks industry and contains 3 media assets. It was submitted almost 2 years ago.


Marketing Director (Brewing & Brands) – Will Hemmings
Marketing Controller – Alex Radcliffe
Senior Brand Manager – Annabel Clark
Ice Breaker Brand Manager – Amina Ali

Creative Director - Steve Hawthorne
Art Director - Doug Redfern
Copywriter - Joe Roberts
Head of Strategy - Laura Sammarco
Strategist – George Poynter
Account Management - Kelly Mahon, Richard Williams, Harriet Pinnington
Client Managing Director – Ed Norrington
Agency Producer - Henry Davies
Director – Devon Ferguson (Birth)
Executive Producer – Kate Elson
Producer – Dominic Wilcox (Birth)
Editor – Spencer Ferszt (Marshall Street Editors)
Post-production – Nineteen-Twenty
Grade – Kal Van Beers (Nineteen-Twenty)
Sound design – Tony Rapaccioli (Wave Studios)
DoP – Richard Mott


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