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13 May 2019

Can-do attitude.

by Andrew MacGregor

Sleeman: “I Feel Crafty” - 30s

Never doubt a beer drinker's ingenuity, says this fun piece of work for Canadian brewers Sleeman. Scored by a resourceful spin on West Side Story's I Feel Pretty', the ad depicts various means of reusing empty beer cans, achieving optimum drinking temperature, and even skipping that pesky walk to the fridge.

These 4% ABV life hacks are nicely realised by director Arno Salters, who uses deft close-ups to emphasise each gizmo's tactile charm. Just when the 'craft' label was beginning to lose all meaning, this 30" ad shows there is still fun to be with the concept - all punters need to do is think outside of the box (and preferably not get out of their skull).

Creative Agency: The&Partnership Ⓟ Ⓦ
Creative Director: Dave Pigeon / Pete Gomes
Agency Producer: Kasia Zeniuk
Director: Arno Salters Ⓟ Ⓦ (MindsEye Ⓟ Ⓦ)
Cinematographer: Chris Mably
Service Co Prod: Ricardo Almeida
Location: Portugal

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