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
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By ba na

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.


  • 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

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