Greene King Uses Poetry to Celebrate London Pub Culture

Greene King has announced the launch of its new integrated campaign, Where London Life Happens.

Running across out-of-home and social media, the campaign uses poetry to celebrate city life and the unique role that Greene King pubs play within it.

Developed by integrated creative agency TMW, Where London Life Happens celebrates everyday moments in London. Whether it’s a long-overdue catch-up with friends or a sunny post-work pint, these tributes portray Greene King pubs as integral to the city’s fabric.

At the heart of the campaign is a hero film starring London-based poet and spoken word artist Lotte Rice. She delivers her own heartfelt love letter to life in London and the pivotal role of the pub.

The film follows Lotte as she recites her poem while travelling through various London locations, from bustling high streets to serene riverside spots. Her journey, infused with bright, positive visuals and genuine smiles, captures the essence of social connection and everyday moments in the city.

The poem culminates before a meeting with a friend at a Greene King pub, with Lotte affirming that “We can always find a place to meet/To share stories of triumphs and defeat/To soften into each other’s edges/And slip into that sense of sweet social release.”

The campaign also features shorter, rhyming poems across digital OOH and social. Written in a light-hearted and conversational tone, these four-line poems capture relatable scenarios for Londoners and visitors alike, placing them inside Greene King pubs. These vibrant typographic formats will include seasonal and reactive creative in relation to sport and culture.

This is TMW’s first campaign for Greene King, following their appointment at the end of 2023.

The film was produced by Move Studio, TMW’s in-house production team. Total Media are responsible for media buying and strategy.

Andrew Gallagher, marketing director for Greene King Pubs said, “Great stories are made and shared in Greene King pubs, and that’s what this campaign is all about. We wanted to create that emotional connection with our audience, and remind them that our pubs offer the perfect setting to make their moments greater, no matter the occasion. We love the work that TMW have done, and we can’t wait to see it across the city.”

Alastair McLeod, managing partner, TMW said, “With this campaign, we wanted to put Greene King at the heart of London’s love affair with pubs. There’s no better place to listen to a good tale (no matter how tall), and it’s also the place where some of the best stories are made. People in London wouldn’t dream of talking to a stranger on the tube, but get them into a pub and within a couple of hours the stories are soon flowing. With both the video and typographic routes, we've been bold in capturing the vibrancy and social connection that comes from everyday moments.”