Elastic produces Greene King gig

Brand activation agency Elastic produced a one-off gig for Greene King IPA at a brewery in Bury St Edmunds on Wednesday (9 October) as part of the brewery's Crafted for the Moment campaign.

Elastic produces Greene King gig
Elastic produces Greene King gig

The gig, headlined by Gabrielle Aplin, took place at the Theatre Royal, which is in the grounds of the brewery and used to be a barrel store.

It was part of a series of live, acoustic music events in partnership with the British record label Parlophone Records, which aimed to celebrate the craft, skill and passion of the brewers themselves and attract a younger drinker. 

Elastic was responsible for artist management, as well as all production at the venue.

Toby Chantrell, account director at Elastic, said: "As an agency we were really excited about producing this exclusive event in such an unusual venue. 

"We have seen some great up-and-coming artists throughout this campaign and we all enjoyed watching the gig while drinking a pint of their finest ale."

The event at Theatre Royal was the final gig of three, with the first headlined by Jake Bugg at the Hawley Arms in Camden and a second at The Arc in Islington.

Comment below to let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by 

Topics

You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

Get a team licence 

 Give your teams unrestricted access to in-depth editorial analysis, breaking news and premium reports with a bespoke subscription to ±±¾©Èü³µpk10.

Find out more

Market Reports

Get unprecedented new-business intelligence with access to ±±¾©Èü³µpk10’s new Market Reports.

Find out more

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now