Balancing history with modernity, and innovation with tradition, the cost-effective video we created for the UK’s largest independent brewer has raised its profile while clarifying the firm’s makeup.

Charles Wells is the UK’s largest independent brewer, with a rich 130-year history. But while it had a strong reputation as a local employer, it didn’t have a high profile nationally – or internationally, for that matter. The aim of our video was to put this right, while also delivering key messages from the company’s newly created employer brand.

Before we began work on the film, we held a number of focus groups – both with Charles Wells’ employees and people from outside the Group – which told us that the business is defined both by its sense of history and a tradition of innovation.

Like the Charles Wells Group itself, the film is innovative and full of personality with a strong sense of tradition. To convey the mix of history and modernity, tradition and innovation, we came up with the idea of telling the Charles Wells story by moving through different media over time.

And yet, the overall cost – including scriptwriting, storyboarding, illustration, design, filming, voiceovers, animation and editing – came in at under £10k.

The results? Well, the Executive Board (which includes members of the Charles Wells family) loved the effectiveness of the video, which has been downloaded over 1,500 times.

“Since the video went live we have managed to recruit 75 per cent of positions without the use of recruitment agencies. Previously this figure was at 30 per cent.”

Alex Smart, HR Business Partner, Charles Wells Group Ltd

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