Bombardier is Northampton brewer Wells and Young’s flagship beer.

It’s drunk on sunny days in the gardens of village pubs. It’s as English as Big Ben and Sid James.

We spotted the surprisingly vacant territory of ‘Englishness’ and grabbed it with both hands.

The challenge was celebrate the eccentricities of English culture without being nationalistic.

St George’s Day was a no brainer for events and activations. We soon established Bombardier as it’s official beer.

We sponsored Al Murray’s Happy Hour TV show and made these idents.

And we built a bus. A bus with a pub on it.