Paper Moose joins the agency roster for Lion and launches alcoholic seltzer brand Quincy

Independent creative agency, Paper Moose has been added to the agency roster for Lion.

The agency has already kicked off its work for the group with a quirky campaign for alcoholic seltzer brand Quincy.

The ads show backyard revellers in lawnmower side cars, on floral swings attached to a hills hoist, and standing under sprinklers with umbrellas – all while dressed in high fashion.

According to Lion, Quincy is the first alcoholic seltzer in the Australian market, so is being promoted under the tagline of ‘Drink Different’.

The six-second ads will appear across social media, with the campaign also spanning radio and OOH.

The OOH execution for Quincy

Tracey Maynard-Davis, senior brand manager at Lion, explained the tone of the campaign.

“Because the lower sugar, lower carb product is such a disruptive counter to the drinks available today, we wanted the brand to have a slightly subversive and quirky side while also maintaining a distinct air of Australian sophistication,” Maynard-Davis said.

“At launch, we wanted to express Quincy’s unique tone and sense of humour while demonstrating the brand’s premium appeal.

“We wanted an agency that would not only deeply understand Quincy’s DNA, but also be able to seamlessly connect with it culturally and creatively. Paper Moose’s agility and originality was a huge asset in creating this work.”

Paper Moose CEO, Nick Hunter, said: “Being invited by Lion to help launch a new brand in a new category was an exciting proposition. Having all capabilities in-house gave us the creative control to make a unique campaign; owning the everyday afternoon occasion, but twisting it into something fun and uniquely Australian.”

The campaign was shot by Australian fashion photographer, Bec Lorrimer.

In August, Mumbrella revealed that Lion had added 72 and Sunny and Thinkerbell to its agency roster.


Client: Lion Co Australia
Head of Creative Strategy: Kyle Hugall

Creative Agency: Paper Moose
Executive Creative Director: Nick Hunter
Head of Art: Reese Geronimo
Art Directors: Divya Abe, Georgia Shillington
Creative: Kate Holdsworth
Strategist: Eddie Bennett
Account Director: Carl Tindall
Producer: Maren Smith
Production Manager: Nicole Hofstädter
Production Coordinator: Jon Buchan
Director/Photographer: Bec Lorrimer
Product Photographer: Ben Cole
Stylist: Hannah Cooper
DOP: Dale Bremner
Production Designer: Aaron Crothers
Editor: Oliver Trauth-Goik
Colourist: Jamie Hediger
Sound Designer: Pete Doggart
Post-Production Manager: Rob Hughes

Media Agency: UM


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