With the start of an idea developed from exploring the connotation and stereotypes of Britain, I began to develop the formation of a concept incorporating the weather and social drinking occasions. This generated fond sentiment of bank holiday's spent with family and friends, combining this with the temperamental nature of the British weather creating this as the defining British culture indicator the brief is looking for. This concept brings together key elements of the brief creating a British focal point in the temperamental nature of the British weather that is humorous, which links to the brands desired tone of voice being down to either with a touch of irony and can be extended into application that centres around social drinking occasions such as bank holidays (also creating British reference) and promoting more sensible drinking as people don't typically have to drive to work the next morning allowing them to indulge over the weekend.
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