TBWA releases first work for CUB’s Great Northern Brewing Co
TBWA has been appointed to the creative roster for Carlton United Breweries, launching its first work for Great Northern Brewing Co.
In the three-minute launch film, ballet dancer Daniel Gaudiello, and his father, Luigi, tell the story of Daniel’s return to Queensland after his father was diagnosed with cancer. Daniel describes taking his father out on fishing trips in that time and how it helped him on his journey to recovery.
The campaign is accompanied by an online tool which enables people to search for camp sites around Australia and create invitations to go camping, encouraging people to reconnect with their fathers over Father’s Day.
Antonia Ciorciari, associate director of Great Northern Brewing Co, said in a statement: “Great Northern has long represented the very best of the Great Outdoors. It has a transformative power over us; we love that this campaign not only brings to life this magic but helps people create their own.”
The campaign will include an online tool that enables users to send invitations to go camping to their fathers
Andy DiLallo, chief creative officer at TBWA Sydney, said: “Great Northern understands the memories we make in the great outdoors are something to cherish. We set out to not only inspire people to get outdoors with Dad this Father’s Day, but to actually facilitate outdoor experiences by providing sons and daughters with the utility to make it easy.”
Paul Bradbury, TBWA CEO, added: “We consider ourselves very fortunate to have the opportunity to contribute to the Great Northern story. We would like to thank the CUB Marketing Team for being brilliant partners in creating this campaign.”
The launch film will air in cinemas across Australia in the lead up to Father’s Day. The campaign will also be executed across digital and social channels.
CUB’s creative roster also includes Clemenger BBDO Melbourne, Special Group and in-house agency Draftline.
Credits
Client: CUB
Creative: TBWA Sydney
Activation : Integer
Production: //Thirteen & Co – Patrick Fileti
Post Production: BOLT
Music: Level Two & Daniel McCormick
Sound Design: BOLT
Photography: Andrew Watson
Media: DraftLine, PHD
topics
Andy Dilallo
Antonia Ciorciari
Carlton & United Breweries
CUB
Great Northern Brewing Co
Paul Bradbury
TBWA
Hi all. This ad isn’t branded enough to kill the brand. It will be time death wall paper. Even at 30.
If it was more heavily branded it could be the first ad ever done to kill a beer brand.
Great northern was the beer success story in Australia for all the things this is not
Unpretentious
Aspirational
Light touch
Well branded.
It appears it was a fluke.
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Doesn’t TBWA work with Asahi: http://www.adnews.com.au/news/.....ahi-roster
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Nope.
https://mumbrella.com.au/asahi-premium-brands-appoints-the-monkeys-melbourne-to-lead-beer-accounts-493366
https://campaignbrief.com/asahi-super-dry-launches-a-sur/
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Go camping mate. Shakes the dust off.
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After 30 seconds: “is it still going?”
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Why can’t beer be fun anymore?
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@Peps if you think the first 30 seconds is long, try sticking it out for the full 3:30. I did and was intrigued enough by the “recamp” search term at the end of the film to Google it for a look at the ‘online tool’ mentioned above.
I can’t imagine many others will do the same. But those who do will at least be rewarded with the Recamp company’s information on “EFFORTLESS MARKETING FOR P&C AGENTS”, whatever that means. No ‘tool’ to be found anywhere, other than perhaps the one who forgot to optimise for “recamp” in search.
The Recamp company will no doubt be toasting their good luck over a few Great Northern’s tonight.
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Thankfully it’s only airing in cinemas so we’ll be saved the pain of watching this once decent brand fall away from its refreshing roots as a new school, back-to-basics Aussie beer brand.
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Wait. What happened to Clemenger? What is happening there?
It is AGES since they put anything out for CUB – well, aside the tea bag for VB, if that’s an idea.
Who’s leading the account there? Who managed to turn this once amazing portfolio of brands into a bunch of opportunities for other agencies?
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Exhibit A: When you try to make an ad for an award instead of making an ad for its customers.
The entry paper will outline the exhorbitant amount of traffic they had to the ‘Recamp’ site despite it not being optimised for search – They wont mention its the Dev team checking that GA is implemented correctly, or the account team sending it to friends and colleagues to feign success.
Cinema would have been the only place they could have run it… would love to see the forecasted cinema attending demos in the lead up to fathers day…
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