4 Pines beer takes campaign to outer space
A new campaign for boutique beer company 4Pines Brewing Company takes one of its drinks to outer space in a series of animated ads.
The campaign, created by JayGrey, includes TV, outdoor and radio and promotes the product as the first beer to be designed and tested for consumption in zero gravity.
Jaron Mitchell, owner and managing director of 4 Pines said: “A lot of beer advertising is the same. We decided to do something different to showcase the innovation of being the world’s first beer designed for and sent into space.”
Jay Furby, Jay Grey’s creative director, who wrote the radio and TV commercials and provided some of the voices said: “We love working with the guys at 4 Pines. They have true faith in the creative process and they’re always enthusiastic to see what we come up with.”
Media will be handled by Maxus. Jay Grey’s Adrian Lugg said the commercial has launched at Manly cinemas and will predominately in cinemas near where the beer is sold, with TV not currently on the schedule but likely to be in regional areas only.
He said there were no plans for metro play for the radio ads either. he said they would air in the Manly area as well as regional stations where Dan Murphy’s liquor stores are found.
Point of sale has already begun to roll out across 100 plus venues.
The campaign sees Jay Grey and 4 Pines reunite after a successful Cannes Lions last year which saw the creative agency win three silver lions for radio work completed for the brewing company.
Animation of the TVC was done by Kapow with illustration for the outdoor and point of sale ads by Frank Thiruchelvam and Tim Waters.
The campaign follows on from Jay Grey’s recent work for Alibi Bourbon which also used comedy British voices.