M&C Saatchi creates first campaign for John Boston beer
M&C Saatchi has launched its first campaign for John Boston beer which sheds light on the man who inspired the beer.
Boston, an early Australian migrant whose initial beer didn’t pass the taste test of Old Sydney Town guards, later died trying to migrate to America. The ad aims to build brand awareness for Boston and the beer named after him.
An execution from the out of home campaign
The campaign ‘brewed in honour of legends’ aims to help Australians understand the brand’s personality and its relation to Boston’s failures, spirit and ideas.
Cam Blackley, chief creative officer at M&C Saatchi, said in a statement: “John Boston’s story is about as outrageous as it is unknown. We know that he was among the first brewers in Australia and that his original beer was eye-wateringly bad.
“In fact, we know that the man failed at everything he did except dying in an incredibly interesting way. But he had this quality that is hard not to admire – he got back up and tried again every single time.
“This campaign is about celebrating a legend and the quality beer that remembers his gumption.”
Rachel Hofman, marketing manager at Pinnacle Drinks, said the goal of the campaign was to celebrate Boston and the Australian spirit of getting back up after trying and failing.
“The result is a compelling brand platform which fully embraces John Boston’s cheeky, tell-it-how-it-is tone of voice to share the brand story, delivering visually impactful tailored messages on targeted platforms. The take-out overall is engaging and witty creating talkability.”
Credits:
- Creative Director: Cam Blackley
- Writers: Avish Gordhan and Andy Flemming
- Art Directors: Mandie van der Merwe and Luke Simkins
- Design Director: Simone Cherry
- Strategy Director: Anthony Lockhart
- Group Head: Vanessa Boueyres
- Senior Account Director: Helene loakimidis
- Producer: Sophie Beaumont
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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For beer insiders it might be distinct enough, but for casual drinkers, feels like it’s got a lot of crossover vibe with James Squire story approach…
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