Wrote the Good Call campaign for Adam & Eve with Ben Priest.
According to the IPA, the campaign was the most effective beer advertising since records began. For every £1 spent on advertising, Foster’s sold an extra £32 of beer. The next most effective campaign was the old Carling Black Label work from the 90s, which increased sales by roughly £19 for every £1 spent.
In short, people like to be entertained.