Lion and 72andSunny Sydney have launched a brand campaign for Byron Bay Brewery – the first-ever marketing push for the brand born in Byron.
Introducing the brand to Australia, the campaign captures the unique energy of Byron through the ease and flow about the way the locals surf, skate and party.
72andSunny created the communications which will run nationally over summer from November, across OOH, online video and social.
The campaign features various Byron Bay locals, including the backing track, ‘Funky I Like It’, from local band The Babe Rainbow.
The comms campaign follows a new product launch, Byron Bay Brewery Premium Lager, which was first launched on tap at the Brewery in June, and then nationwide in September.
The Premium Lager and brand redesign was done in collaboration with Byron-based clothing label Thrills; along with a range of local community and sustainability programs, such as a gold sponsorship of River Warriors, an initiative founded by Byron environmental charity Positive Change for Marine Life.
“Byron Bay locals go about their day in such a relaxed way, and we are thrilled to partner with 72andSunny on a campaign that brings this to life. We hope that this campaign motivates people to head to Byron and visit the Brewery, and if they can’t then at least crack open a cold Byron and chill wherever they are this summer” said Lion brand director mainstream Amy Darvill.
72andSunny Sydney partner and CEO Chris Kay said: “Getting to launch the brand nationally, and then land an aesthetic and vibe to capture the spirit of Byron, was a dream brief for our gang. We are stoked at how the different collaborators from Lion, to UM, to the whale, and to Sam, helped bring this to the world.”
This campaign follows recent work for Kosciuszko from Lion by 72andSunny, alongside new campaigns for Google Nest and Paspaley that launched in the last couple of weeks, and new partnership announcements including ABC and FitSense.
Creative agency: 72andSunny Sydney
Music: The Babe Rainbow
Director: Sam Kristofski
Media: UM Sydney Post
Production: White Chocolate