‘Perfectly encapsulates the essence of Gage Roads’: WA beer brand rolls out cheery campaign, via VML
VML has partnered with Gage Roads to deliver a campaign that embodies the brand’s “excitement and energy” for memorable life moments.
The ‘Made for Yewww’ platform places viewers in the centre of a backyard gathering. After one of the guests takes a Gage Roads Single Fin – a craft beer – out of the fridge and opens it, the sound of the can opening is accompanied with a joyful “yewww”. Other guests follow suit before the platform’s slogan appears.
The film was created by Cowboys’ director duo Alex Gibbs and Luke Hackett and Clockwork Films.
The campaign is extended across social, radio, and OOH channels which have already rolled out on Adshel displays on both coasts, as well as bespoke, location specific executions.
Moving forward, ‘Made for Yewww’ is expected to be an ongoing platform embodying Gage Road’s ethos, which includes freedom and independence according to the brand’s website.
“The Made for Yewww campaign perfectly encapsulates the essence of Gage Roads, representing those moments in life where the excitement and energy of anticipation or appreciation are celebrated by you and your mates,” explained Mick McKeown, head of sales and marketing at Gage Roads’ owner, Good Drinks Australia.
“Made For Yewww is also a nod to our brewing expertise and that our beers are quality made with taste to suit our incredible Australian lifestyle.
“With our home in WA the Made For Yewww campaign will lead a considered resurgence as well as expansion plan across the east coast with media kicking off in QLD, followed by the entire eastern seaboard,” he continued.
“The collaboration with VML was seamless from the start with the campaign planned with ideas that will span the next few years. We just love the energy and excitement the team have for our products.”
VML Brisbane and Perth’s managing director, Adam Kennedy, weighed in on the work, revealing that the agency’s team were excited at contributing to Gage’s expansion plans.
“Gage’s plans for national expansion and their ambition to create cut-through work excited us from the moment we took the pitch brief,” Kennedy said.
“We had WA and Queensland creatives collaborate on the ideas, which was the perfect model for the brand and really got sparks flying.”
VML Perth’s creative lead, Tim Newton, added: “Beautifully simple ideas and wonderfully passionate people are a winning recipe and we couldn’t be happier with the end product. It encapsulates the feeling of coastal freedom in Gage’s unique voice.”
‘Made for Yewww’ is the first piece of campaign work VML has shared since it launched its final campaign for the Australian Defence Force in December 2024.
A recruitment platform for Navy submariners, the project concluded a six-year work partnership between the WPP-owned agency and the Department of Defence that began after VML was handed its account in 2019.
VML’s ownership of the Defence Force’s digital and creative account will officially end next month, with creative agency TBWA\Melbourne taking over moving forward.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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