Young Henrys launches new ginger beer product with origin story campaign via Paper Moose
Independent Australian brewer Young Henrys has launched its new alcoholic ginger beer with an origin story from Paper Moose.
The campaign gives two alternative back stories as to how the beverage “got its bite”, the first told by Ryan “Fitzy” Fitzgerald, and the second by punk band These New South Wales.
Other assets:
Ideated and produced by Paper Moose, the campaign roles out digitally on YouTube, as well as across national cinema.
It is the second time the agency has collaborated with Young Henrys, after the brand’s 2020 creation of a microalgae bioreactor that would eat up C02 from the brewing process and churn out fresh oxygen in its place.
Nick Hunter, co-founder and CEO of Paper Moose, said: “A lot of alcohol brands lean heavily on their history. We wanted to do that for Young Henry’s alcoholic ginger beer, but in a way that felt… Young Henrys.”
Oscar McMahon, founder of Young Henrys added: “The stories are an awesome way to introduce our ginger beer to Australia with their over-the-top, out there, B-Movie style fun. We’re excited that as well as YouTube, the full 90-second stories will be playing in your local Dendy and Ritz cinemas”.
Credits
Client: Young Henrys
Co Founder: Oscar McMahon
National Brand Manager: Clint Ossington
National Marketing Manager: Greg Hall
Digital Marketing Manager: Matt Ryan
Partnerships and Communications Manager: Liz BentleyAgency: Paper Moose
ECD / Director: Nick Hunter
Creative Strategist / Director’s Assistant: Catho D’Souza
Creative Lead (Copy): Jermaine Rowe
Creative Lead (Art): Nathan Moore
Design Director: Georgia Shillington
Account Manager: Hannah MaherProduction: Paper Moose
Producer / 1st AD: Jon Buchan
Director of Photography: Dimtri Zaunders
1st AC / B Cam: Toby Farrington
Photographer: Patrick Moran
Photography Assistant: Isabella Wild
Production Designer & SFX: Emily Borghi
Art Assistant: Chris Le Page
Offline & Online Editor: Oliver Trauth-Goik
Colour grade: Justin Tran
LX / Gaffer (Interviews): Nico Nalbandian
LX / Gaffer (Action Shots): Gabriel Morrison
Sound Recordist (Interviews): Luke Stacey
HMU Artist: Amanda Rieck
Sound Design & Mix: Caleb Jacobs
Have your say