MediaCom and Great Northern Brewing Co. (GNBC) have partnered with National Geographic and Outback Wrangler star Matt Wright to create True North; a national content lead campaign created to raise awareness of GNBC as the perfect beer for any outdoor occasion.
As a brand, CUB’s Great Northern is synonymous with celebrating ‘the good life’ and understands that from time to time, everyone needs time to get away and reconnect with mates in the great outdoors.
True North is a captivating three-part content series that will run on National Geographic, across Foxtel and online with bespoke content created for Facebook, Instagram and YouTube.
Created and produced by MediaCom’s specialist division, MediaCom Beyond Advertising (MBA) in collaboration with National Geographic, True North showcases an exceptional partnership which embraces a passion for the outdoors and storytelling.
True North tells the story of ‘The Mates Getaway’; a time to unwind, switch off from any of life’s distractions, head off road and catch up with the boys around the campfire. Accustomed with wrangling crocs and mustering cattle on a daily basis, GNBC gives Outback Wrangler’s Matt Wright and his mates, Willo and Jono, the opportunity to enjoy a well-deserved break, to experience going off- the grid and catching up around a campfire with some cold beers.
Shot in Northern Queensland by National Geographic, True North showcases mesmerising scenery combined with engaging storytelling, bringing to life the essence of the brand
Michelle Gazzola, marketing manager, for Great Northern said, “We’re pleased this partnership hits the mark for Great Northern and Matt is a great ambassador for this beer which has been one of the fastest growing new products in CUB’s history.”
Gemma Hunter, global executive creative director & head of MediaCom Beyond Advertising Australia said, “When we look for partnerships, we always seek a true and natural fit that allows us to bring a brand’s story to life in a unique and compelling way for the audience.
“Outback Wrangler’s Matt Wright and his friends Willo and Jono were the most natural and authentic fit for the True North story which we jointly created. Not only did the boys get the brand story and love the product, they naturally live the story of valuing quality time with their mates in the great outdoors.”
Matt Wright, star of National Geographic’s Outback Wrangler added, “I’m thrilled to be a part of the True North series. Getting away from it all and spending time with your mates is a really important part to life and it’s great to see that GNBC and National Geographic reflect that.”
“Partnering with GNBC and MediaCom on True North has provided the perfect opportunity for us to take viewers on a new adventure with Outback Wrangler’s Matt Wright. True North tells Matt’s story of the ultimate mates getaway through a series of unique content pieces, specifically created to reach a wider audience across National Geographic’s multiple platforms” said Julia Scales, director of advertising and partnerships, Fox Networks Group.
True North will air on National Geographic on December 4, 25 and January 15 2017 and will be each accompanied by bespoke content pieces tailor made for viewing on Facebook, YouTube, Instagram and programmatic.
Carlton United Breweries (CUB):
Marketing Manager GNBC: Michelle Gazzola
Assistant Brand Manager GNBC: Laura Mescher
Brand Director Contemporary Beer: Paul Reason
VP Marketing Australia: Richard Oppy
MediaCom Beyond Advertising (MBA):
Global Executive Creative Director and Head of MBA Australia: Gemma Hunter
Melbourne General Manager: Brett Elliott
Content Director: Mathew Anastasi
Content Manager: Andrew Raymond
Planning Director, Account Management: Maree Hall
Digital Executive, IP&I: Annalise Booker
Manager, IP&I:: Catherine Dingli
Creative Director: Richard Mayer
Producer / Director: Dan Walkington
Snr Advertising & Partnerships Manager: Dan Lyons
D.O.P: Ash Dunn
Aerials: Sam Collins
Design: Gavin Barnett
Talent: The Fordham Company