James Squire launches first work under new brand proposition, via Thinkerbell

Lion Australia’s James Squire has launched a new campaign just in time for summer – the first under its new ‘Ordinary Be Damned’ brand platform.

Designed to contemporise the brand for modern Australia, the platform champions the man who created Australia’s first brewery and the brand’s history a century and a half later.

Set to Beck’s 2005 hit, ‘E-Pro’, the new spot celebrates those who work hard and reward themselves accordingly.

“James Squire pioneered Australia’s brewing legacy with tenacious drive. He had a daring ‘Ordinary be Damned’ mindset that’s alive and well in the James Squire range today,” said Albertus Lombard, brand director – premium at Lion Australia.

“We’re pumped to continue to bring modernity to the brand and relevance to our Aussie drinkers.”

The campaign is live across TV, cinema, OOH, social and digital. It is strategically digitally weighted, with plans to run throughout the summer cricket season.

Ben Couzens, executive creative tinker at Thinkerbell, said: “James Squire was a man with hustle and swagger, so it’s important that this work oozes both. And thanks to Beck for providing the groove.”

FINCH’s director, Stephen Carroll, added: “To create the magic for this content, it was a very technical shoot using five different camera formats, including 360 degree technology, drones, snorri-rigs and all sorts of other things. It was a fun project for everyone who was involved.”


Client: Lion

Creative agency: Thinkerbell

Design agency: Weave

Media agency: UM

Production: FINCH

Post production: The Editors


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