Hawke’s delivers some honesty this Christmas, via Bureau of Everything
This is part of Mumbrella’s 2024 Christmas campaign coverage. Click here to see other articles in the series.
Hawke’s is sidestepping the usual Christmas cliches this festive season to some Aussie home truths in a new outdoor and social campaign, via The Ministry for Communication & The Arts (MCA) and Bureau of Everything (BoE).
The two agencies have “leant unapologetically into the Australian experience at this time of year by pushing up against topics like ‘end of year exhaustion’, ‘traditional gifting, like Jack Daniel’s’, fridge politics and polarising holiday films”, with the centrepiece of the campaign being a series of public service announcement billboards the agencies say “would be close to Bob Hawke’s heart” – a daily countdown of potential sick days remaining until Christmas day.
Hawke’s co-founder, Nathan Lennon, explained: “Christmas is the Super Bowl for brewers, with December accounting for up to 20% of annual sales. With the big Japanese-owned Australian breweries muscling us smaller guys out of all the good fridge spots, we’ve enlisted Cam to help us fight back the Aussie way: with some good honest advertising that helps prove that iconic brands are built on cultural relevance, not price-tag promotions.
“And hey, if we can snag a slab-sized spot under a few Christmas trees while we’re at it, all the better.”
Cam Blackley added: “Dave and Nath have created such a strong Australian point of view and iconic work with Hawke’s. It was an incredible responsibility to be entrusted with their baby and the high standards they set around the work. It was also a blast to be writing beer ads again.”
Credits:
Agency: Bureau of Everything
Agency: Ministry of Communication & the Arts
Creative: Cam Blackley, Nathan Lennon, Dave Gibson, Michael Kleinman
Media: Ooh!
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Nathan Jolly is the Features Editor at Mumbrella. He joined the team in July, 2023.
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topics
Bureau of Everything
Cam Blackley
Christmas
Christmas24
hawke's bob hawke
Ministry for Communication & The Arts
Nathan Lennon
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