Developed in partnership with Thinkerbell, ‘Made for XXXX‘ takes viewers on an origin story of the beer.
Starring a giant cassowary, the spot is built on the concept that XXXX wasn’t created to help Australians enjoy the good life, the good life was created to help Aussie’s enjoy XXXX. In other words, XXXX came first. Everything else followed.
‘Made for XXXX’ will roll out via an episodic content series introducing the ‘Creator of Beer’ and how the good life, mud-crabbing, wakeboarding and even influencers came to be.
“The platform reflects the brand’s long standing role in Australian culture,” Karen Sterling-Levis brand director core beer at Lion said.
“XXXX has always been there at the moments that matter and the ones that don’t, not as the centre of attention, but as the glue that can bring people together. Made for XXXX acknowledges that legacy with confidence and humour. It reminds people that XXXX is the champion of the good life,” she added.
“It’s hard to believe we didn’t see it sooner. All the stuff you do with your mates was made for XXXX. Once you realise that, everything clicks – including looking forward to a few knock-off Golds after work today, which means even writing this Press Release, was made for XXXX,” Jonny Rands, executive creative tinker at Thinkerbell said.
Credits:
Creative agency: Thinkerbell
Client: Lion
Media: EssenceMediacom
Social: We Are Social
Shopper: VML Production: Finch
Director: Benji Wienstein
Sound: Electric Sheep
