James Boags showcases Helmut Newton’s last works amanda swinburn
JAMES Boags will launch two new advertising campaigns, for its Premium and Draught products respectively, in October.
The Draught beer, which has been available in Tasmania for more than 100 years, will be rolled out to the mainland on October 4.
The new TVCs for the James Boags Premium brand will be based on the distinctive black and white photography of the iconic artist, the late Helmut Newton, who created much of the artwork for the “Who is James Boag?” campaign.
The new image “Woman on the Bonnet” which will kickstart the campaign, is the third in a series of Newton photographs to be used by Boags.
Young & Rubicam have created the TVCs for both the Premium and Draught brands. The campaign will be supported with an outdoor media campaign that includes three large-format building portraits in Melbourne and Sydney.
James Boags spokesman Rhys Ryan admitted the brand would eventually be forced to take a different tack following the death of Newton but said the current campaign would continue for at least two years.
“The photos we are using now were taken in advance and we have two more to release over the next couple of years,” Ryan said.
“Helmut Newton’s death will have a huge impact on our brand in the future as it was he who created the chic and mysterious image that Boags has today.”
Clemenger Communications-owned PR consultancy Porter Novelli has been hired to promote the Boag’s Draught product in Australia.
