TBWA releases first work for CUB’s Great Northern Brewing Co
TBWA has been appointed to the creative roster for Carlton United Breweries, launching its first work for Great Northern Brewing Co.
In the three-minute launch film, ballet dancer Daniel Gaudiello, and his father, Luigi, tell the story of Daniel’s return to Queensland after his father was diagnosed with cancer. Daniel describes taking his father out on fishing trips in that time and how it helped him on his journey to recovery.
The campaign is accompanied by an online tool which enables people to search for camp sites around Australia and create invitations to go camping, encouraging people to reconnect with their fathers over Father’s Day.
Hi all. This ad isn’t branded enough to kill the brand. It will be time death wall paper. Even at 30.
If it was more heavily branded it could be the first ad ever done to kill a beer brand.
Great northern was the beer success story in Australia for all the things this is not
Unpretentious
Aspirational
Light touch
Well branded.
It appears it was a fluke.
Go camping mate. Shakes the dust off.
Doesn’t TBWA work with Asahi: http://www.adnews.com.au/news/.....ahi-roster
Nope.
https://staging.mumbrella.com.au/asahi-premium-brands-appoints-the-monkeys-melbourne-to-lead-beer-accounts-493366
https://campaignbrief.com/asahi-super-dry-launches-a-sur/
After 30 seconds: “is it still going?”
Why can’t beer be fun anymore?
@Peps if you think the first 30 seconds is long, try sticking it out for the full 3:30. I did and was intrigued enough by the “recamp” search term at the end of the film to Google it for a look at the ‘online tool’ mentioned above.
I can’t imagine many others will do the same. But those who do will at least be rewarded with the Recamp company’s information on “EFFORTLESS MARKETING FOR P&C AGENTS”, whatever that means. No ‘tool’ to be found anywhere, other than perhaps the one who forgot to optimise for “recamp” in search.
The Recamp company will no doubt be toasting their good luck over a few Great Northern’s tonight.
Thankfully it’s only airing in cinemas so we’ll be saved the pain of watching this once decent brand fall away from its refreshing roots as a new school, back-to-basics Aussie beer brand.
Wait. What happened to Clemenger? What is happening there?
It is AGES since they put anything out for CUB – well, aside the tea bag for VB, if that’s an idea.
Who’s leading the account there? Who managed to turn this once amazing portfolio of brands into a bunch of opportunities for other agencies?
Exhibit A: When you try to make an ad for an award instead of making an ad for its customers.
The entry paper will outline the exhorbitant amount of traffic they had to the ‘Recamp’ site despite it not being optimised for search – They wont mention its the Dev team checking that GA is implemented correctly, or the account team sending it to friends and colleagues to feign success.
Cinema would have been the only place they could have run it… would love to see the forecasted cinema attending demos in the lead up to fathers day…