Host/Havas launch first campaign for Lion’s James Boag

Host/Havas has launched a creative campaign for Lion’s beer brand James Boag.

The ‘Born of Tasmania’ campaign is the first since the two creative agencies merged in early October.

The beer brand was originally a client of Host, with the agency working on the James Boag Premium account for the past 18 months.

The ‘Born of Tasmania’ campaign appears in all black and white – with the exception of the James Boag beer – and highlights Tasmania’s waterfalls and rainforests.

Malcolm Eadie, marketing manager at Lion, said in a statement: “James Boag has been brewing its beers continuously and exclusively in Tasmania since 1888, and it’s our Tasmanian provenance that makes our beers truly special and unique among other premium beers.

“Of all the natural riches Tasmania offers, its pure water is the most special- so many remarkable and renowned things are born of it – and we are excited about our new campaign that highlights the quality of the water that goes into our beers.”

Chris Little, creative director at Host/Havas, said only James Boag could make water the soul focus of its campaign, noting “for James Boag it makes complete sense given the unique qualities of the Tasmanian water and the pride of place it has in their brewing story”.

The campaign is set to roll out in November as James Boag is the sponsor of the Melbourne Cup Carnival next week.


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