Campaign: XXXX Gold’s Look At What Happens When You’re Forced To Slow Down

Campaign: XXXX Gold’s Look At What Happens When You’re Forced To Slow Down
ba na
By ba na
SHARE
THIS



A new campaign for beer brand XXXX GOLD takes a humourous look at what happens when you are forced to slow down and reassess what is truly important in today’s fast-paced world.

Filmed on XXXX Island, an idyllic spot on the Southern Great Barrier Reef, the first advertisement launched nationwide and will set the premise for the year-long campaign.

When four corporate guys crash their super yacht into XXXX Island, it quickly becomes apparent that they are like fish out of water when they realise they are far from the bright city lights and precious mobile phone reception.

Matt Tapper, marketing director at Lion, said the story will play out over a series of chapters and is designed to show what happens when you finally take a moment to put technology and societal pressures aside, and pick up a pair of BBQ tongs or a fishing rod instead.

“We wanted this new campaign to utilise the power of creative story-telling, and create an entertaining storyline that has some fun with the superficial societal pressures imposed on modern day Aussies. We wanted to highlight the concept of the ‘good life’ that the XXXX GOLD brand is renowned for in a way that would really resonate with viewers,” said Tapper.

“It’s a big year for Australia’s leading beer. We recently invested in a complete brand refresh for XXXX GOLD to ensure the brand continues to remain relevant to drinkers and really dials up what XXXX is all about; beers that are perfect for the great Aussie lifestyle.”

Creative agency BMF is behind the campaign and Justin Ruben, creative director on XXXX agrees with this sentiment.

“We think that the good life is a massive part of what makes living in Australia so great. And the more we thought about it, the more we began to realise that there could be a really interesting story to tell around showing that everyone has this ‘good life’ in them. For some, it just takes longer than others to put down their phones and take their jumpers off their shoulders but it’s possible for all of us to get there.”

The television campaign will run nationwide and also be supported with integrated digital, PR, social and outdoor activity.

Credits:

  • Creative Agency: BMF
  • Creative Director: Justin Ruben
  • Art Director: Flavio Fonseca
  • Copywriter: Piero Ruzzene
  • Group Account Director: Anthony Moore
  • Account Director: Emma McJury
  • Producer: Jenny Lee-Archer
  • Director: Leo Woodhead
  • Production Company: Revolver
  • PR Agency: Res Publica
  • Media Agency: Bohemia
  • Digital Agency: The White Agency

Please login with linkedin to comment

Chicks in Advertising Clemenger BBDO Sydney Samsung

Latest News

NGINX Launch Parodic “Investigative Reporter” Campaign Via The Misfits Media
  • Marketing
  • Media

NGINX Launch Parodic “Investigative Reporter” Campaign Via The Misfits Media

The latest NGINX campaign is live as The Misfits Media Company, and NGINX creates parodic ‘investigative reporter’ content with Dan Ilic on the streets of Sydney. The Misfits recently partnered with the APAC marketing team at NGINX to take an investigative deep dive into the world of mobile apps as the good, bad and (even) […]

Trade Publisher AMT Acquires Radio Today
  • Media

Trade Publisher AMT Acquires Radio Today

Trade publisher AMT Pty Ltd has announced the acquisition of Radio Today, the Australian media and marketing sector’s go-to source for radio news, analysis, ratings and jobs. AMT currently publishes Radioinfo in Australia & New Zealand, Asia and Africa, and was a key partner in bringing the annual Radiodays conference to Asia. Radio Today will continue to […]

MediaHub Australia Appoints Chief Operating Officer As Part Of Major Restructure
  • Media

MediaHub Australia Appoints Chief Operating Officer As Part Of Major Restructure

Mediahub Australia has made its most significant restructuring to date, as it positions itself to professionally manage the changing world of broadcast technology and consumer viewing habits. The most significant new appointment, and one of many, is Scott Jolly being promoted to the role of chief operating officer. As COO, Jolly now has full responsibility for the […]

Life In Lockdown: How The Trade Desk’s Melbourne Office Has Become One Of The Most Successful In The Business
  • Opinion
  • Technology

Life In Lockdown: How The Trade Desk’s Melbourne Office Has Become One Of The Most Successful In The Business

For Melbourne, the past 18 months have been largely dictated by the COVID-19 pandemic and lockdowns. Despite this, The Trade Desk has managed to establish one of its most successful offices. Here, The Trade Desk lead director, client strategy, Kali Guillas [pictured], explains how the Melbourne office has managed to thrive. We are in a […]

Opinion

by B&T Magazine

B&T Magazine
“I Do Sh*ts With More Backbone Than You!” Hannah Gadsby Calls Out Netflix Executive Over Dave Chappelle Comedy
  • Media

“I Do Sh*ts With More Backbone Than You!” Hannah Gadsby Calls Out Netflix Executive Over Dave Chappelle Comedy

Australian Comedian Hannah Gadsby has slammed Netflix executive, Ted Sarandos after he used Gadsby’s presence on the platform to defend Dave Chappelle’s new comedy special on Netflix.  Chappelle’s recent comedy special, The Closer, which debuted on Netflix last week, has been met with backlash, after Chappelle used his special to discuss transgender and gay people, […]

Samsung Launches First Branded Podcast In Partnership With Acast
  • Media

Samsung Launches First Branded Podcast In Partnership With Acast

Acast has announced its partnership with Samsung Electronics Australia to produce and distribute the company’s first branded podcast within the Australian market. The Rule Benders podcast will feature conversations with extraordinary Australians who have bent the rules, defied convention, and redefined what is possible. Rule Benders is a six-week branded podcast campaign, with a new […]

DocuSign Encourages Businesses To ‘Next Time, DocuSign’ In New Campaign Via Hardhat
  • Advertising
  • Campaigns

DocuSign Encourages Businesses To ‘Next Time, DocuSign’ In New Campaign Via Hardhat

DocuSign Australia this week unveils its first work with independent creative agency, Hardhat, encouraging people to ‘Next time, DocuSign’. Spearheading the campaign is an influencer series featuring entrepreneurial business leaders Janine Allis, Jules Jund and Emma Isaacs sharing stories of oversights and slip ups during important business deals. The three ‘That time I screwed up’ […]

Experience Design Agency Imagination Announces New Hires
  • Marketing

Experience Design Agency Imagination Announces New Hires

Global experience design agency Imagination, has expanded its Sydney team, with the appointment of two new key hires. Ashley Diamond (pictured below), with over 18 years experience across large scale events and broadcast quality content production, joins as project director to continue driving the growth of Imaginations’ largest clients. “The people, the work and the […]

Switch Appoints Matt Watson To Technical Director
  • Media
  • Technology

Switch Appoints Matt Watson To Technical Director

Switch, an award-winning digital agency has announced the appointment of Matt Watson as its technical director. Watson joins Switch at an exciting time as the business focuses on its growth strategy and bringing the best talent in the market to deliver exceptional outcomes for customers. Watson is the most recent talent appointment by Switch, after […]

Tis’ The Season To Turn Shoppers Into Buyers
  • Opinion
  • Technology

Tis’ The Season To Turn Shoppers Into Buyers

Hayley Fisher [pictured] is the AUNZ Country Manager at Adyen. In this op-ed, she discusses the upcoming holidays sales season and explains marketers can help drive sales. Over the 18-months the pace of ecommerce has accelerated to new heights. According to latest figures from the Australian Bureau of Statistics (ABS), a record $44.2 billion was […]

Opinion

by B&T Magazine

B&T Magazine