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Members of the brewing industry have joined forces to create an ad campaign to reinvigorate beer sales in the UK. The coalition includes the British Beer & Pub Association and the Society of Independent Brewers, as well as the brewers Anheuser-Busch InBev, Carlsberg, Heineken, Molson Coors and SABMiller. Rainey Kelly Campbell Roalfe/Y&R created the work, which shows people yearning for a beer, and runs across TV, digital and social media platforms. It was written by Algy Sharman, art directed by Al Brown and directed by Guy Shelmerdine through Smuggler.