Carlton & United Breweries launch YouTube interview series, via Clemenger BBDO

Clemenger BBDO has developed an interview series titled ‘Long Way for a Beer’ – a project that sees famous Aussies take on Far North Queensland and reflect on their journey with a beer.

The announcement:

Clemenger BBDO has taken famous Australians on adventures in Far North Queensland to bring Carlton & United Breweries’ Great Northern Brewing Co into popular culture with social-first adventure and interview series ‘Long Way for a Beer’.

As The Beer For Up Here, Great Northern’s advertising and brand has been built with the Australian Great Outdoors as its stunning backdrop. It was important to create a series that embodies that beauty, while uncovering more about the famous Australians who are part of the series, and ultimately revealing how much better they are in the outdoors.

Famous Australian guests featured in Season One include one of Australia’s best – and best loved – sporting heroes, who’s also an award-winning chart-topping Aussie singer. Season One recently launched with homegrown global music superstar and athlete, Cody Simpson.

Great Northern partnered with YouTube sensation, filmmaker Beau Miles, famed for his unique outdoor adventures and can-do attitude, to create the six-episode YouTube series, which is part adventure show, part interview show.

In each long-form episode, Beau and a famous Australian guest embark on an exciting adventure with a stripped-down set of gear in a remote Far North Queensland location, overcoming a range of ‘interesting’ challenges, before having a beer and reflecting on their journey around a campfire.

The campaign was led by Clems, working closely with its recently formed social, PR and influence practice Chemistry Set in collaboration with MADE THIS, in-house agency partner 1House and PHD. It continues the strong partnership Clems and Great Northern have fostered over many years to grow the brand to become Australia’s best-selling beer.

The campaign is designed to build on Great Northern’s strong brand story, fuel further growth and cement its icon status as Australia’s number one beer, by inserting it into popular culture.

The series will be amplified through supporting assets across social platforms, including the famous Australian guests’ platforms, media amplification, and OOH. Teasers for the season launch and each guests’ adventure and interview episode will drop on Meta and YouTube, with the series premiering on YouTube.

Locations for each episode capture the beauty and diverse landscapes of Far North Queensland, reflecting Great Northern’s famous heritage and masterbrand platform as ‘The Beer For Up Here’, and its belief that the greatness of Australian nature, and being outdoors with mates, brings out the best in our nature.

Marketing manager, Great Northern Brewing Co Zac Gelman said, “The Great Northern brand was built in the Great Outdoors and the Far North. We’re thrilled to use this setting as a showcase to create Australia’s next adventure and interview series, in which we re-connect famous Australians with Australia’s Great Outdoors.”

Clemenger BBDO executive creative director Ant Phillips said, “With Long Way for a Beer, we wanted to continue Great Northern’s authentic story, but tell it in a modern and progressive way. As the beer that believes nature brings out the best in our nature, we enlisted the best natured person we know in Beau Miles to take some Australian legends on some unique adventures. The six part adventure and interview series is the beginning of Great Northern’s move into entertainment and we’re excited to bring it to life.”

“Great Northern is more than a beer, it’s a true lifestyle. We’re excited to be bringing its many fans more ways to enjoy the brand and what it represents to them,” added Clemenger BBDO chief creative officer Adrián Flores.

The trailer for the first episode of the campaign dropped at the end of September.

The first episode went live on YouTube on Tuesday 8 October 2024.

CREDITS

Client – Carlton & United Breweries (Great Northern Brewing Company)

General Manager – Marketing: Nicole McMillan

Head of Beer – Ben Eyles

Marketing Manager, GNBC – Zac Gelman

Senior Brand Manager – Paddy Wallace

Creative Agency – Clemenger BBDO

Chief Creative Officer: Adrián Flores

Executive Creative Directors: Ant Phillips. Tristan Graham

Creatives: Lara Smith, Esther Parsons

Chief Strategy & Experience Officer: Simon Wassef

Head of Cultural Design: Rhian Mason

Senior Social & Content Manager: Elly Brand

Head of Strategy: Brooke Thompson

Strategy Partner: Brigitte Bayard

Managing Partner: Scott Balalas, Jason Melhuish

Group Business Director: Sam Siddons

Business Director: Lauren Mayne

Business Manager: Mack Horton

Executive Producer: Karolina Bozajkovska

Production Company – MADE THIS

Director and Editor: Thomas Pollard

Executive Producer: Ainslee Littlemore

Lead Producer: Callum Smit

Editor: Jennifer Cahir

Photographer: Krystle Wright

Social Agency – 1House Asahi

Creative Director – Rohan Lancaster

Senior Creatives – Ellen Fromm & Steph Kitchin

Editors – Lachlan Millsom & Taylor Curry

Source: EXTOLLO

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topics Adrián Flores Carlton & United Breweries Clemenger BBDO Cody Simpson Great Northern Brewing Co Zac Gelman

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