Furphy to unearth Australia’s most unbelievable stories via digital brand experience

Lion-owned beer Furphy is collecting Australians’ most unbelievable stories, by encouraging storytellers to return to their local pubs and share in a beer and tall tale.

The brand has launched a digital experience which enables Australians to share their best furphy via video or audio and earn a Furphy in return.

In-venue posters, point-of-sale communications and coasters with QR codes in over 900 participating bars, pubs and clubs will direct patrons to the experience, and once their stories are told the free Furphy will be available to redeem at the bar.

The best tall tales will be shared with the country and used in future Furphy campaigns.

The ‘Unearthing Unbelievable’ experience is a collaboration between Furphy’s agency roster, with Akcelo taking the lead on the project, building the digital platform. UM, Reprise, Liquid Ideas, Thinkerbell and Geometry will all be amplifying the campaign across consumer touch points.

The activation builds upon Furphy’s ‘Unbelievable’ brand platform which was launched last year by Thinkerbell. The campaign was the first by Thinkerbell for the brand after it was added to Lion’s creative roster the year before, and Furphy’s first television campaign.

Aden Hepburn, CEO at Akcelo, said: “Storytelling is a quintessential part of our culture and telling tall tales at the pub is almost a national sport. So what better way to celebrate spinning a yarn than recording these furphies to share with the rest of the country as well as using them for ongoing campaigns. Unearthing Unbelievable is an all-new way to find and celebrate the best Aussie furphies.”

‘Unearthing Unbelievable’ will kick off with a national tour of Australia’s pubs, with storytellers Matt Okine, Robert “Dipper” DiPierdomenico, Brendan Fevola and Nova’s Adelaide breakfast presenters Ben Harvey and Liam Stapleton telling their own stories at events held in Melbourne, Sydney and Adelaide.

The campaign launch has also been chosen to mark a year since pubs were forced to close their doors.

“A year ago pubs across the country closed up and with that so did the ritual of having a yarn at your local over brew. We want to celebrate our industry coming back to life and remind the nation of the connection that sits behind the spirit of great Aussie storytelling,” said Furphy brand manager, Samantha Russo.


Client: Lion
Events, Creative, Platform Build, Social and Digital: Akcelo
Media: UM & Reprise
PR & Research: Liquid Ideas
‘Unbelievable’ Campaign Creation: Thinkerbell
Retail/Shopper: Geometry


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