Kingstone Press is a good, honest, no-nonsense cider. And the people who drink it (and who we want to convert to drinking it) are as real as the product itself. For this reason, the creative idea knocks all things false and poncey. This fits nicely with the product’s affiliation with rugby (you won’t find a rugby player doing a football-style double pirouette). By approaching the campaign in a line-only way, the creative lives its own values - no fancy images, just bold statements in a ‘this is the world according to Kingstone Press’ manner. It also meant the campaign was very reactionary to topical events - perfect for weekly rugby programmes.