Great Northern highlights the luxury in the outdoors via Clemenger BBDO
Carlton and United Breweries’ (CUB) Great Northern Brewing Co is highlighting the feel-good benefits of the great outdoors with the launch of a new campaign from Clemenger BBDO Melbourne.
The work builds on Great Northern’s existing ‘The Beer for Up Here’ platform, and follow’s the brands integrated ‘Zero G Network’ initiative launched by Clemenger BBDO Melbourne last month.
Other Assets:
Room With a View 30″: https://www.youtube.com/watch?v=HjbkIrMjDGk
Campfire 30″: https://www.youtube.com/watch?v=OMXaGvfI_9g
The campaign includes three new spots that juxtaposes the high-end, luxury activities people do to relax and unwind against similar activities that can be found in the great outdoors.
One of the spots compares the experience of having a hilltop beer in the great outdoors to that of having a drink at a rooftop bar. As two women enjoy a golden hour Great Northern at their campsite, the narrator poses: “It’s safe to say, the best rooftop bars, are the ones that never close.”
Jim Curtis, national chief creative officer at Clemenger BBDO, said: “When it comes to making yourself feel good, things seem to be getting more and more complicated. There are opulent retreats, fancy restaurants that are hard to pronounce, complicated workouts – the list goes on. But the truth is, much of what we need is already in the great Australian outdoors.”
“We also aimed to use the feel of the brand to give people a nice break from all the shouting in any given ad break.”
Hugh Jellie, marketing manager, Great Northern Brewing Co, added: “Regional Australia cannot be matched. We’re so lucky to have these amazing places in our own backyard. For us, our challenge is to inspire as many people as possible to get out into the great Australian outdoors to feel refreshed and energised. And let’s face it, a trip into the outdoors is even better with some great friends and some great beer for the end of the day.”
Credits
Client: Carlton & United Breweries
Head of Great Northern Brewing Co: Lauren Fildes
Marketing Manager, Great Northern Brewing Co: Hugh Jellie
Brand Manager, Great Northern Brewing Co: Verity Jackson
Assistant Brand Manager, Great Northern Brewing Co: Benjamin Haysman
Creative: Clemenger BBDO Melbourne
Production Company: POOL Collective
Photographer: Krystle Wright
Executive Producer: Cameron Gray
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