Furphy launches ‘Unbelievable’ brand platform, celebrating its namesake

Furphy is celebrating the crazy stories you hear over a beer in its first television campaign.

The campaign pays homage to its name, Furphy – Australian slang for an exaggerated tall tale.

It is the first work Thinkerbell has done for the Furphy brand. Last year, Thinkerbell and 72 and Sunny were added to parent company Lion’s creative agency roster.

The ad will also mark the first chapter in the new brand platform for the brand ‘Unbelievable’.

Serge Costi, Furphy marketing manager at Lion, said: “This is the first chapter in Furphy’s Unbelievable platform, and the brand’s first work with creative agency Thinkerbell, and while we are all doing our bit by staying at home and social distancing right now, we hope this campaign launch will be the catalyst for many more tall tales to be told over virtual beers.”

Malcolm Eadie, Lion brand director of craft and premium, said he hoped the campaign would bring some joy to people during isolation.

“If you had told us three months ago that we would be launching our first-ever television campaign for the beer born in Geelong in the midst of a global pandemic, we would have called it a furphy,” Eadie said.

“However, we hope this campaign serves as a reminder to everyone that this is only temporary – and we will be back enjoying a Furphy and a tall tale with mates again before we know it.”

The OOH execution

Ben Couzens, chief creative tinker at Thinkerbell, said: “There are certain stories you tell again and again, they’re not yours but as you tell them, change them and add to them, they become more and more your own. Whether the unbelievable kick happened the way we’ve told it, we’ll never know. But for now, this is definitely, exactly, pretty much how I remember it. And we are sure these times will create many more tales for this Unbelievable series.”

The campaign will be executed across TV, digital, radio, OOH and social. The campaign film will also have 60, 30 and 15-second cut downs.


Brand Director, Craft & Premium: Mal Eadie
Marketing Manager, Furphy: Serge Costi
Head of Creative Strategy: Kyle Hugall
Assistant Brand Manager, Furphy: Kayla Dryden

Creative Agency: Thinkerbell
Thinker: Rosie Burke
Lead Thinker: Nikia Shepherd
Head Creative Tinker: Tom Wenborn
Chief Creative Tinker: Ben Couzens
Tinker: Cale Berry
Production Tinker: Di Nash
Design Tinker: Marcus Byrne
Tinker: Will Fox
Chief Thinker: Adam Ferrier

Production: Good Oil
Director: Adam Stevens
Producer: Channa McLallen
Executive Producer: Simon Thomas
DOP: Germain McMicking
Music: Sonar Music
Sound: Risk Sound
Photography: Tom Franks

Media: UM
Senior Client Director: Amelia Grant
Strategy Director: Michaela Drewe
Connections Design Director: Jonny Day
Senior Partnerships Manager: Brianna Wells


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