Lion persuades beer lovers to “give a XXXX” about the planet via Thinkerbell

Independent creative agency Thinkerbell has launched the latest iteration of the ‘Give a XXXX’ brand campaign for Lion, inviting beer lovers to give a XXXX about the environment, if not for the world, for beer.

The new integrated campaign celebrates 144 of the beloved Queensland beer brand’s unwavering commitment to the Aussie good life, with the work launching across TVC, OOH, digital and social.

The campaign follows the brand’s State of Origin initiative last week, replacing the sponsored XXXX logos on Maroons player’s sleeves for the postcode’s of each player’s communities during games two and three, launched also under the ‘give a XXXX’ platform.

The creative, developed by Thinkerbell, showcases a dystopian future without beer to rally Aussies into action to ‘Give a XXXX’ about the world and environment.

The 60 second hero spot highlights how the end of the world would lead to the end of beer, compelling people to ‘live life like beer depends on it’, as beer’s survival really does depend on how we treat the planet.

The campaign is underpinned by a range of out-of-home and digital executions across Queensland and regional New South Wales.

One of the outdoor executions

Lion’s chief marketing officer, Anubha Sahasrabuddhe, said the new TVC encourages beer drinkers to lean into the things that matter to them the most:

“The platform is a call to arms for beer drinkers to give a XXXX about the things that matter most to them. The idea is about embracing the growing importance and recognition of what the XXXX matters, which shows through conscious effort, people reap the rewards of a good life and things that matter to them the most across the country.”

Thinkerbell’s national chief creative Jim Ingram said the idea represents a modern mindset about what Queenslanders truly care about.

“As an iconic Australian brand, XXXX has a role to play in encouraging Queenslanders to care about the things they give a XXXX about – and giving a XXXX can be about anything, the community, your mates or in this case the end of the world, and therefore… the end of beer”.

The work is supported by a multi-channel national campaign running across TV, outdoor and digital channels.

Thinkerbell was first appointed as the creative partner for Lion’s suite of alcohol brands in August last year, with 72andSunny and Host/Havas dropped from the group’s agency roster. However, the agency’s relationship with Lion dates back to 2019.

Client: Lion
Creative Agency: Thinkerbell
Media Agency: UM
The Editors
Big Sync


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