OddfellowsDentsu Launches a ‘Pack of Bastards’ For 4 Pines Brewing Co.

OddfellowsDentsu Launches a ‘Pack of Bastards’ For 4 Pines Brewing Co.
SHARE
THIS



Ad agency OddfellowsDentsu has re-told the story of the 4 Pines Brewing Co. through six special ales, each bottle telling the next chapter in the adventure of Pale Ale.

The 4 Pines Brewing Co.’s ‘Bastard Children of the British Empire’ is 200 years of Pale Ale history in a box. The ‘Story of Pale Ale’ box tells the true story of the illegitimate offspring of Great Britain’s burgeoning 18th Century brewing industry. Conceived by men driven of desire and thirst, these wayward sons of England were born in the farthest-flung corners of the globe.

OddfellowsDentsu created, designed and helped market the Bastards, a tale that will hopefully connect with more than one million Australian craft beer drinkers, who are as thirsty for knowledge as they are for a good drop. The tale was brought to life via digital, POS and social.

Adrian Lugg, chief of arts and crafts at 4 Pines, said, “4 Pines is really keen to simplify craft beer, to educate beer drinkers and introduce them to the quality they deserve. Craft beer isn’t just about a bunch of bearded, poncy toffs sat around talking about bouquet, it’s about history and process and the final product you see in your glass.

“The Bastard Children of the British Empire encompasses all of these things, it focuses on one particular style in our core range; our flagship Pale Ale, to showcase its breadth, history and evolution. And the nous of our brewers, who were itching to have a crack at it.”

Pete Ogden, creative director at OddfellowsDentsu said, “This has been one of those dream jobs that come along all too rarely. Not only did the boys at 4 Pines give us the chance to design a product from the label up, we did a six-pack of them. This epic story can be consumed in chronological order, so in one session you can savour the evolution of Pale Ale through the centuries. Made to traditional and historically correct beer recipes, we had more than enough reference material to develop the designs, copy and all forms of communication. We wanted every label to tell a chapter of the Pale Ale story that was as well rounded as the beer.”

Jen Peace, general manager OddfellowsDentsu, said: “It has been a rare opportunity to work with a truly collaborative client and we have ended up with a campaign that highlights what 4 Pines and their products are all about:  pushing boundaries, passionately crafted unique beers, and a massive dose of tongue-in-cheek humour along the way.”

The Bastards launched on March 18th and can now be found on and off premise nationally.

 

CREDITS FOR 4 PINES’ ‘BASTARD CHILDREN OF THE BRITISH EMPIRE’

 

Agency: OddfellowsDentsu

Creative Director: Pete Ogden

Art Director/Designer: Lucy Edison

Illustrator/Designer: Tim White

Digital campaign: Lauren Bedford/Roy Leibowitz

Strategy: David Milner/Jessica Smith

Site development: Joel Bindi

Photographer: Andrew Goldie

 

Client: 4 Pines Brewing Co.

General Manager: Jaron Mitchell

Chief of Arts & Craft: Adrian Lugg

Please login with linkedin to comment

AJF Partnership. McCann. Forty Winks ARCHIBALD/WILLIAMS Collingwood Football Club

Latest News

Railway Passengers Mortified By Greyscaled Train Timetable Tribute To Prince Philip
  • Technology

Railway Passengers Mortified By Greyscaled Train Timetable Tribute To Prince Philip

Following the announcement of Prince Philip’s death last week, many businesses, broadcasters and individuals paid tribute to the Duke of Edinburgh. Some Australian viewers were upset to find the ABC opted not to broadcast British crime drama Vera, instead choosing to cover Philip’s death. Similarly, many were amused to hear a techno dance music mashup on […]

by B&T Magazine

B&T Magazine
The End Of Average: Why ‘Addressable Priming’ Is The Future
  • Opinion
  • Technology

The End Of Average: Why ‘Addressable Priming’ Is The Future

In this guest post, Wavemaker’s national strategy partner, James Boardman (pictured below), talks addressable priming and why it’ll be the end of average and the peak of creativity in media planning… For my entire career media plans have contained a large amount of average. I’m not talking about the quality of my planning skills (although […]

Opinion

by B&T Magazine

B&T Magazine
Apple “Not Against Digital Advertising” Despite Privacy Crackdown: Tim Cook
  • Technology

Apple “Not Against Digital Advertising” Despite Privacy Crackdown: Tim Cook

Apple’s new approach to digital advertising is set to go ahead in a matter of weeks, with advertisers warned to think about user privacy first. Previously, companies that sell mobile ads have relied on Apple’s IDFA (“identifier for advertisers”) as a way to identify specific users and offer targeted ads. But with Apple continuing to […]

by B&T Magazine

B&T Magazine
QMS’ pDOOH Platform Proving Campaign Attribution
  • Media
  • Technology

QMS’ pDOOH Platform Proving Campaign Attribution

As programmatic digital out of home (pDOOH) continues to help advertisers enhance their existing campaigns, digital outdoor media experts, QMS, is already seeing results pay dividends with the latest campaign for a Tourism and Travel sector client delivering over 2,000 tourist visitors who can be directly attributed from their exposure of the pDOOH campaign. The […]

Istanbul, Turkey - February 6, 2016: Woman in the car planning a route using a Google Maps application on Apple iPhone 6S. Google Maps is a most popular web mapping service for mobile provided by Google inc.
  • Technology

Apple Will Soon Help You Find Your Anything

For years now, Apple users have located misplaced iPhones and other Apple devices via the Find My app. In case you haven’t used it before, Find My tracks the locations of iPhones, iPads, laptops and even AirPods, meaning the whereabouts of each device will come up on a map if it’s ever lost. The app […]

by B&T Magazine

B&T Magazine
CBA & Football Australia Partner To Elevate The Women’s Game
  • Marketing

CBA & Football Australia Partner To Elevate The Women’s Game

Commonwealth Bank and the sport’s governing body, Football Australia, announced today that CBA will become the official naming rights partner and bank of the national women’s team, the Matildas, Junior Matildas and Young Matildas from August 2021. M&C Saatchi Sport & Entertainment supported Commonwealth Bank to bring the partnership together with Football Australia, and looks […]

Facebook Australia Celebrates Ramadan With Calendar Of Content
  • Media

Facebook Australia Celebrates Ramadan With Calendar Of Content

Facebook Australia is celebrating Ramadan with a range of initiatives including Lives, Reels, IGTV and more. To launch the initiative, Facebook has partnered with a number of Muslim creators and organisations, who will be sharing their perspectives of the holy month on both Facebook and Instagram. Facebook says the 30 days of content is part […]

CHIANG MAI ,THAILAND - March 31, 2018 : Close up Netflix website in laptop screen. Netflix being popular internationally.
  • Media

Netflix’s Challenge To Linear TV

Netflix’s real-time streaming service, launched in France, provides an unexpected alternative to television as the platform also announced a new deal with Sony. The program, called ‘Direct’, is a real-time service with a stream that covers five days, to prevent repeat programming. It was announced in November 2020 originally and rolled out fully in December […]

by B&T Magazine

B&T Magazine
The Economist Intelligence Unit Launches “EIU Viewpoint”, Political And Economic Analysis Platform
  • Media

The Economist Intelligence Unit Launches “EIU Viewpoint”, Political And Economic Analysis Platform

The Economist Intelligence Unit (EIU), a division of The Economist Group, has announced the launch of “EIU Viewpoint”, a new digital product that combines the EIU’s expert political insights, policy analysis, and economic outlook with forward-looking forecasts and proprietary data. “EIU Viewpoint” helps businesses, academics, governments, and financial institutions stay ahead of the shifting global […]

Hospital Research Foundation Continues Fight Against ‘The Beast’ In Latest Work Via KWP!
  • Campaigns

Hospital Research Foundation Continues Fight Against ‘The Beast’ In Latest Work Via KWP!

Adelaide-based creative agency KWP! brings more than one hundred volunteers together in an onscreen battle against life threatening diseases for the sequel to The Hospital Research Foundation (THRF) Group’s ‘Together Fight’ campaign. Two 30-second TVC’s feature the return of ‘The Beast’, who comes up against a young patient and army of real-life patients, researchers, staff […]