XXXX Gold explains how backyard cricket’s ‘one hand, one bounce’ rule was invented with summer campaign

XXXX Gold has taken historic liberties in its latest campaign, telling the story of how the ‘one hand, one bounce’ rule in backyard cricket came into fruition.

With one hand already occupied by a can of XXXX Gold, a group of mates fail to catch their batsman out during a session in a Queensland backyard, until one manages to seize the ball in his free hand after it bounces on the ground.

The campaign was created to launch the a set of six special edition cans that features the return of the Mr Fourex mascot. Mr Fourex will also appear in an integration during the cricket broadcast on Seven.

The campaign will be seen online, in-stadium, on owned social media accounts and OOH.

Amy Darvill, brand director for mainstream at Lion, the parent company of XXXX, said: “With XXXX GOLD playing such an important role over the summer beer season for Lion and our retail customers, it was important that we drove awareness of our classic cricket packaging and the surrounding retail campaign. Rather than play a straight bat with a simple retail ad, we worked with the Host/Havas team to bring to life a fun idea that taps into the uniquely Australian pastime of backyard cricket.”

Matt Ennis, Host Havas creative director said: “As a brand that has always championed Aussie ingenuity, it seemed right that XXXX GOLD lay claim to one of the best examples of it.”

The OOH execution for XXXX Gold


Host Havas
Executive Creative Director – Jon Austin
Creative Director – Matt Ennis
Art Director – Shaun Thomson
Copywriter – Adam Smith
Production Director – Alistair Ferrier
Senior Broadcast Producer – Stephanie Cameron
Managing Partner – Ant Moore
Account Director – Rachel Robinson
Account Manager – Jordan Van Der Heide
Chief Strategy Officer – Olly Taylor
Senior Planner – Phil Pickering

Brand Director – Amy Darvill
Senior Brand Manager – Nicola Schwendler
Brand Manager – Christina Reid

Production Company – Airbag
Director – Ariel Martin
Executive Producer – Alex Tizzard
Producer – Megan Ayers
DOP – Aaron McLisky

Edit – Airbag, Charles Ivory
Grade – Ben Eagleton
Online – Airbag, Heather Galvin

Sound – Song Zu


Stills Production Company – FLIPP
Photographer – Stuart Miller
Senior Producer – Anastasia Nielsen
Agency Producer – Darren Gibson and Emma Power


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