Independent Sydney brewery Young Henrys has launched Super Rice, a Japanese-style lager built for the Australian summer. The launch centres on pure simplicity: a cold can, a clean pour, and the raw energy of local bands.
As a toast to the new beers, Young Henrys has partnered with Paper Moose to launch a new spot. At the heart of the campaign is a deliberate restraint in visual approach and a deep connection to local music. Rather than leaning on familiar Japanese rice lager tropes, Paper Moose translated the brewery’s indie, unpretentious rock energy into a suite of assets that feel as clean and refreshing as the beer itself.
The entire digital and out-of-home suite, video, social assets, and static OOH, was developed by independent Sydney agency Paper Moose, with media strategy and buy also handled in parallel by the agency, as a unified creative and media solution, rather than an afterthought.
Oscar McMahon, owner and co-founder of Young Henrys, highlighted the agility of being an independent brand.
“We’ve always moved fast and loved trying new things, that’s the beauty of being an indie brewery. Taking a core idea like crisp pours, ice-cold condensation, and great local tracks and turning it into broadcast-quality campaign assets in record time is massive for us. It lets us stay nimble, have fun, and compete on a level playing field with the corporate players,” McMahon said.
Nick Hunter, creative at Paper Moose, added that the focus remained on direct, uncomplicated storytelling.
“At its core, it’s pretty straightforward: it’s a cold, fresh, delicious beer. The last thing it needed was months of overthinking. By keeping the visual world stripped back and letting local music drive the vibe, we could move fast and deliver assets that feel as crisp and immediate as the beer itself,” he said.
Credits:
Client: Young Henry’s
Creative, Production & Media: Paper Moos
