Two out of work mates reconnect on a camping trip in new Great Northern Brewing Co campaign via TBWA
Great Northern Brewing Co has launched a new campaign to encourage those Australians lucky enough to be emerging from lockdown to plan a camping trip to celebrate their newfound freedom.
‘The Great Return’, created by TBWA Sydney, launched over the weekend with a spot featuring real life friends, Wil Ridley and Ross Walker. They’ve lost their jobs as part of COVID-19, one has a baby on the way, the other has just returned from being locked down in London, and they need each other, and nature.
A long form film is accompanied by a 60 second TBC, directed by 13CO’s Patrick Fileti. The campaign has been rolled out across TV, digital, and social.
“Great Northern’s heart and home is in the great outdoors. It’s been a tough few months with fires, floods and restrictions keeping us away from the places and people we love,” said Great Northern Brewing Co’s senior brand lead, Antonia Ciorciari.
“We wanted to do something to help get Australians travelling again to places they’re allowed go, to encourage people to explore their own backyard and give everyone something to look forward to.”
A campaign microsite shows the best fishing, off-road, swimming, and hiking spots, in addition to the best locations to buy a Great Northern beer. The site allows users to book campsites, recommend their favourite campsite or location, and send a free and personalised physical postcard to inspire someone in their life to plan a trip. And it links to regional tourism bodies so users can find out more about each location.
Andy Dilallo led the campaign, one of his last before his departure as TBWA’s chief creative officer was revealed last week. Clemenger BBDO’s Evan Roberts replaces him.
“This year is uniquely suited to a campaign like The Great Return,” Dilallo said.
“The importance of friendships and our environment have never been felt more acutely. To remind people that those bonds can be strengthened in the great outdoors makes Great Northern’s purpose top of mind at a time when it’s never been more relevant.”
Credits:
Client: CUB, Great Northern Brewing Co
Creative: TBWA Sydney
Production Company: 13CO
Director: Patrick Fileti
DOP: Campbell Brown
Executive Producers: Roy De Giorgio, Charity Downing
Producer: Warren Keuning
Post Production & Sound Design: BOLT
Casting: Stevie Ray CGA
Editor Offline – Patrick Fileti
Grade – Matt Fezz
PR: Sequel PR
Social & Website: CUB HOUSE
Media: CUB HOUSE, PHD
Brittney Rigby was Mumbrella's deputy managing editor - news and analysis. She left Mumbrella in April 2021.
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Who green lit this contrived piece of content? Lame attempt at emotive advertising. Sorry guys.
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Clems wins Grand Effie (and long-term category making it one of Aus’ top selling beers) for work on Great Northern… for what was good work for a category that hasn’t had a good piece of comms in a decade…
Cool, let’s shift the account to TBWA.
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Clems still have the Great Northern account….
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The bit where they go to hug each other before awkwardly bumping elbows made me squirm and feel so embarrassed for the makers of this spot. Turgid.
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I actually really like this campaign. Here is an idea that speaks to the consumer sentiment at the moment without saying the superficial “we’re here for you/we’re all in this together” garbage etc that has been the face of just about all ads since May. It’s different and reminds people of something that matters to them: connection.
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thats the moment i stopped watching… beyond words how bad that bit was
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I agree with the general concept… but the execution of it is impossible to connect with.
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