Great Northern captures Instagram images of Australia through sound in radio campaign

Great Northern Brewing Company is capturing the sounds and sights of Australia in a national radio campaign.

The campaign, from Clemenger BBDO Melbourne, takes inspiration from Instagram photos of people sharing a Great Northern and turns them into soundbites to be broadcast on radio where the photo was tagged.

After it goes live on radio, the audio is placed over the original image and shared on Great Northern’s Instagram.

The images are translated into a script read by Australian actor John Flaus.

An initial five radio spots have launched, capturing the sounds of Wilsons Prom in Victoria, Beachport in South Australia, Cape York in Queensland, the Kimberley Ranges in Western Australia, and Cowra in New South Wales.

Local radio partners in these areas are running the ads, and will be encouraging listeners to share their photos of drinking a Great Northern, with the chance to have them featured in the campaign.

Acting brand director – contemporary, Antonia Ciorciari, said: “We love seeing where Great Northern shows up in people’s Instagram posts right across the country. It has been great to speak to the post authors and hear from them about their special moment with Great Northern and to be able to bring that to life.”

Clemenger BBDO Melbourne executive creative director, Evan Roberts, added: “As a beer that’s all about connecting in the great outdoors, we wanted to better connect with our Great Northern drinkers at a local level. By creating radio from their posts, we create work that is more meaningful for those communities.”


Brian Phan, VP of Marketing
Antonia Ciorciari, Acting Brand Director – Contemporary
Amy Pollock-Hall, Brand Manager – Great Northern Brewing Co.
Monique Di Gregorio, Assistant Brand Manager – Great Northern Brewing Co.

Creative Agency:
Clemenger BBDO Melbourne

Voice casting and directing:

Sound design and mix:
Squeak E Clean, Melbourne


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