Back

Promax Europe Gold & Best Trade Or Consumer Print Ad

Brief // Launch the new comedy Back, starring David Mitchell and Robert Webb, with a campaign that captured the dysfunctional relationships and distinctly British humour at the heart of the series.

Concept // Trouble's Brewing

Set in a family-run pub, Back provided the perfect opportunity to build the campaign around one of Britain's best-loved institutions: beer. Each character was reimagined as their own bespoke ale, with humorous names, tasting notes and labels inspired by their personalities. From Mild & Bitter to Father's Pride and Best Intentions, the campaign blended character insight with beer terminology to create a playful visual identity that reflected the wit and rivalry at the heart of the show.

Key Art

The hero artwork brought the full range together, introducing audiences to the series through a collection of fictional beers, each hinting at the relationships, tensions and personalities waiting inside the pub. The line "Trouble's Brewing" perfectly captured both the setting and the escalating family conflict.

Character Portraits

Each character received their own bespoke beer label and tasting notes, transforming familiar brewing language into character-led comedy. The portraits extended the campaign beyond the hero artwork while creating a cohesive visual system that celebrated the show's dry humour and ensemble cast.

Campaign Highlights

Created a distinctive visual identity rooted in the world of the series.
Developed hero key art and a suite of character-led campaign assets.
Used bespoke beer branding and copywriting to introduce the characters before audiences met them on screen.