Lion kicks off its support for the Maroons in XXXX State of Origin campaign

Lion has released a campaign ahead of the State of Origin series next week, with XXXX backing the Maroons.

The campaign comes via Host/Havas, celebrating the “thrills and spills that happen off the field too”.

This isn’t the first Lion beer company to get in the state spirit, last week Tooheys came out in support of the Blues with Margie, Bev, Pam, Betty getting their hair dyed blue in preparation for the clash.

Host/Havas ECD, Jon Austin said: “XXXX hasn’t just been in the hands of fans during every exciting Origin moment. It’s been on their couches, carpets and clothing too, and this year we wanted to celebrate the fandom that led to those spills. We had an absolute blast working on this one with our partners at Lion. It was an idea we all immediately loved, and it’s been fantastic watching it come to life.”

The campaign plays on the emotions of spilling your XXXX can on 362 days of the year, encouraging fans to get behind Queensland, giving them “permission to do the unthinkable” and spill their XXXX in the name of cheering on their team.

Lion’s marketing manager, Chris Allan said: “Our proud partnership with the mighty Maroons over the last 31 years has delivered countless opportunities for Queenslanders to come together and celebrate with a XXXX in hand. This year we worked with Host/Havas to acknowledge that while we don’t like to see any XXXX wasted, this is one time in the year when, it’s not only ok to spill the sacred drop, it’s celebrated.”

Last year, XXXX launched a new beer, XXXX Dry, which is featured in the new campaign, with a new brand platform ‘Yeah Nice’ developed by FutureDeluxe and Host/Havas. 

Credits

Client: Lion

Agency: Host/Havas
Production company: Eight Productions
Director: Jay Topping
Music: Song Zu

Media: UM