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Turning heritage into something unexpected. Inside the Reverend James campaign.

Some brands don't need reinventing. They simply need reminding why people fell in love with them in the first place. 

That was the thinking behind our latest campaign for Brains Brewery's iconic Reverend James ale. To view project. 

At CR Studio, we wanted to celebrate everything that makes Rev James what it is. Full of character. Rich in heritage. Distinctive. Confident. But rather than looking backwards, we asked a simple question.

What if history had a sense of humour?

The answer became Get a Rev On, a bold social-first campaign that places Reverend James at the centre of some of the world's most recognisable works of art and cultural moments.

From the mysterious smile of the Mona Lisa to the commanding presence of Napoleon and the unmistakable figure of Henry VIII, classic masterpieces were reimagined with unexpected modern twists. A knowing glance. A perfectly timed pint. A splash of colour. Each execution encourages audiences to take a second look before revealing the hero of the story... Rev James.

It was never about parody.

It was about celebrating a beer that has earned its place as one of Wales' most loved ales while proving there is still plenty of surprise left in a true classic.

Respecting Heritage Without Feeling Historic

One of the biggest creative challenges with heritage brands is finding the balance between respecting their legacy and making them feel relevant to new audiences.

Reverend James has built a loyal following over decades. Our role wasn't to modernise the beer. It was to modernise the conversation around it.

By combining timeless artwork with contemporary humour and social-first thinking, the campaign gives people a fresh reason to engage with a familiar favourite.

The result feels playful, premium and unmistakably Rev.

Built for Social

Every visual was designed with one objective in mind: stop the scroll.

Recognisable imagery creates instant familiarity before revealing an unexpected twist that encourages people to pause, smile, share and engage.

It's simple storytelling designed for today's platforms while remaining instantly recognisable as one connected campaign.

Massive Results. One Iconic Campaign.

Creative is at its best when it delivers measurable impact, and the response to the campaign has exceeded expectations.

So far the campaign has achieved:

The creative executions continue to build momentum, with Napoleon emerging as the standout performer, driving exceptional reach and engagement as the campaign continues to roll out.

Featured throughout the campaign are a series of memorable creative lines, including:

With more creative still to come, the campaign continues to celebrate Reverend James' unmistakable character while introducing the brand to a new generation of drinkers.

A Brilliant Partnership

Campaigns like this are only possible through collaboration.

From creative strategy and concept development through to artwork, animation, copywriting and rollout, our team worked closely with Brains Brewery to develop a campaign that respected the brand's heritage while giving it a bold, modern platform for today's audience.

A huge thank you to everyone at CR Studio who helped bring this campaign to life, and to Brains Brewery for trusting us with one of Wales' most iconic brands.

Sometimes the strongest creative doesn't come from changing everything.

It comes from looking at something familiar in a completely unexpected way.

Get a Rev On.

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