Red Stripe - Make Something From Nothing trailer

Red Stripe, the (tasty) Jamaican lager, is capitalising on its status as a warehouse party and Notting Hill Carnival mainstay with the direct backing of music-related events. The first of these is the construction of a functioning soundsystem rig from Red Stripe cans, harvested in part from Carnival this August. Constructed by Japanese sound-artist Yuri Suziki and London-Jamaican MC Gappy Ranks, it was used by DJs Ben UFO and MC Chunky at an event on the 16th November, held at The Village Underground in east London.

Red Stripe has long been a backer of Jamaican music events like the annual Reggae Sumfest in Montego Bay, and this is the first in a series in Britain under the title “Make something from nothing”. Though the branding on the clip above is far from subtle, the campaign, created by interesting London-Amsterdam ad agency KesselsKramer is an elegant idea that builds on Red Stripe’s connection to bass music and the DIY nature thereof, and marks an interesting move for a music-related beer.