James Squire celebrates origin story in first work from Milk + Honey
Lion’s James Squire has launched its first major work from independent creative agency Milk + Honey United since its appointment to the beer brand’s creative account last year.
The campaign introduces James Squire’s bold new ‘Ordinary be Damned’ brand platform, telling the life story of the brand’s name sake James Squire, who is proudly upheld as an audacious rule breaker who turned adversity into opportunity to build Australia’s first brewery.
Featuring voiceover work by Game of Thrones actor Rory McCann, the campaign aims to connect the brand to the modern drinker by bringing James Squire himself to the world of premium beer.
