Bulmers has launched a new print and outdoor campaign featuring artistic images of the streets of Britain through Carlton and United Breweries’ agency Clemenger BBDO Melbourne.

The new campaign uses the black and white images taken by photographer Ollie Grove in East London, it features people sourced through street casting, wearing their own clothes for the shoot.

Clive Coleman general manager for Cider at CUB said: ““The new campaign nails that street smart British attitude. Bulmers is all about celebrating doing your own thing and we wanted to capture this.”

The cider is also a sponsor of the Laneway Festival, and will be setting up a Brick Lane style street bar in Sydney and Melbourne to bring the campaign to life, kitted out with a record store and badge factory.

The bar has been created by the District Agency Melbourne, and the badge store will have materials to allow people to customise their Bulmers badges.

Coleman added: “This is our third year as the official cider of Laneway, we really wanted to capture the new campaign and the ‘Brick Lane’ bar at Laneway really brings that to life.”