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Beany Green – Crowdfunding Film

Beany Green is an independent coffee and food group founded in 2012 by Prue Freeman and Tom Onions. They specialise in perfectly executed coffees, and bold, healthy food created and presented with a real Aussie personality.
They started small, from a mobile kiosk, quickly growing to five very individual, permanent London sites.
With solid growth over the last three years they wanted to expand further and decided to seek funding through Crowdcube for the launch of their Bondi Bond.
Prue was very keen for potential investors to fully understand her background and business plan but most of all her enthusiasm and passion.
To convey this effectively it was decided to make a short promotional film; at this point they approached Loco with their proposal.

With a script largely written by Prue, with guidance from the creative team at Loco, and her decision to focus on key aspects of their healthy offerings but also highlighting the distinctly different sites, we filmed over two days at four of the locations. Further filming in New Covent Garden allowed us to show the extensive range of fresh produce they buy on a daily basis.

Once completed the film was uploaded to the Crowdcube website, and the call for investors was launched.
Although the planned period for seeking funding was over 45 days, Beany exceeded it’s minimum amount within 24 hours, the total figure of £800,000 being raised in an astonishing 6 days!

In the history of Crowdcube funding, Bondi Bond was in the top three fastest Bond investments they’d ever experienced.
The very personalised, powerful and engaging delivery from Prue couldn’t really have been achieved through any other medium than film.
Which is why the film was considered one of the main factors in achieving their great success in attracting investors over such a short time frame.

Production Company: Locomotion
Director: David Poole
Producer: Saša McCartney
DoP: Craig Jones