Byron Bay Brewery’s first marketing push launches thanks to 72 and Sunny
Byron Bay Brewery, a Lion company, has officially been introduced with its first-ever campaign, created by 72 and Sunny.
The imagery focuses on surfing, skating and partying to capture Byron Bay’s energy across OOH, online video and social, and will run nationally over Summer. Byron locals feature in the campaign, including local band The Babe Rainbow, whose track ‘Funky I Like It’ plays in the online video component.
“Byron Bay locals go about their day in such a relaxed way, and we are thrilled to partner with 72 and Sunny on a campaign that brings this to life,” said Amy Darvill, Lion’s mainstream brand director.
“We hope that this campaign motivates people to head to Byron and visit the Brewery, and if they can’t then at least crack open a cold Byron and chill wherever they are this summer.”
The brand launched a new product, Byron Bay Brewery Premium Lager, on tap at the Brewery in June and nationwide in September. 72 and Sunny said creating the company’s first campaign was a “dream brief”.
“Getting to launch the brand nationally, and then land an aesthetic and vibe to capture the spirit of Byron, was a dream brief for our gang. We are stoked at how the different collaborators from Lion, to UM, to the whale, and to Sam, helped bring this to the world.” said Chris Kay, 72 and Sunny Sydney’s partner and CEO.
Mumbrella revealed that Lion added 72 and Sunny to its creative agency roster in August, and the partnership kicked off with work for the Kosciuszko Pale Ale brand.
Last week, the agency revealed a Google Nest campaign, and last month work for pearl jeweller Paspaley.
Credits:
Client: Lion
Creative agency: 72andSunny Sydney
Music: The Babe Rainbow
Director: Sam Kristofski
Media: UM Sydney
Post Production: White Chocolate
Brittney Rigby was Mumbrella's deputy managing editor - news and analysis. She left Mumbrella in April 2021.
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Half baked. Nice beer though.
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Well done Lion and 72, this is a smart, clear way to create a distinctive voice for a great beer.
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Some good work in the last couple of months, good on yer 72, really like this and the Paspaley campaign.
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This is bland wallpaper.
Why would you even need an agency to produce this?
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How can you say this is a distinctive tone of voice when you’ve merely copied Corona’s?
It’s bad enough that there’s no idea here.
But to make it looks like an ad for a direct competitor is criminal. Or lazy at best.
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Reminds me of the place, and makes me want to drink the beer, so job done in my eyes.
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But you work at the agency so you would say that
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This looks like something you’d pull together yourself to brief the agency. The outdoor looks like it was made in PowerPoint.
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Totally forgettable, well done Lion for creating nothing original at all!
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