Lion has unleashed a beer campaign with a difference, with a TVC created by FutureDeluxe building on a brand strategy and platform developed by Host/Havas Sydney for the launch of XXXX Dry.
The Lion marketing team worked in close partnership with creative agency Host/Havas and creative studio FutureDeluxe to launch the new variant under its iconic XXXX masterbrand in its home base of Queensland.
Host/Havas created the brand strategy and platform for the new offering – an easy drinking full strength lager designed to appeal to the next generation of beer drinkers. Future Deluxe partnered to develop the ad concept, direct the film and craft the unique design aesthetic for the campaign.
Like historic XXXX flagship brand XXXX GOLD, the XXXX DRY brand personality is about living the good life, but tailored for a younger generation. The strategy, which focuses on embracing the energy and attitude of up and coming beer drinkers, is encapsulated by brand platform, ‘Yeah Nice’.
Lion Brand Director Amy Darvill said: “XXXX holds a special place in Queenslander’s and Australian’s hearts so we didn’t take lightly the challenge of launching the next beer under this iconic brand. We intentionally set out to create work, which feels strikingly different to anything we’ve put out before under the XXXX brand. So it was an exciting process to collaborate with Host/Havas and FutureDeluxe and define that new creative territory”
FutureDeluxe Creative Director Adrian Lawrence added: “The reason we exist at FutureDeluxe is to create innovative content which always feels excitingly new and unique. This piece was so different to anything the Lion brand team had done before, but their trust in our creative vision, and their confidence to give us the breathing space to push into new creative territories, is what allowed us to craft work which feels altogether new”
The major campaign launched recently. It follows a soft launch in March with an OOH campaign.
Kargo has today announced several major growth milestones across the APAC region for the first half of 2021, more than doubling H1 revenue year-over-year with 115 per cent growth. Kargo also ran 41 per cent more campaigns in the region than in H1 2020 and the average campaign size increased by 32 per cent over […]
Hootsuite has today announced its acquisition of Heyday, a Montreal-based conversational AI platform that enables brands to deliver personalised customer experiences through 1:1 messaging conversations. Commerce is rapidly moving onto social and messaging platforms. Hootsuite, a pioneer in the social media management category, has the largest customer base in the industry and with this acquisition […]
Moira Geddes, founder and director of independent food publication EATIVITY has been handpicked by IAB Australia to become the first ever micro-publisher to take part in its Mentorship Program, highlighting the important role that specialised custom digital sites play within the country’s media landscape. EATIVITY aims to keep consumers in the know and help small […]
Hivestack, the global ad tech leader in programmatic digital out of home (DOOH) advertising, today announced the appointment of Ichiro Jinnai as president, Hivestack Japan. Jinnai will be responsible for driving the regional strategy, direction and expansion of the Hivestack platform in Japan. “I am beyond thrilled to welcome Ichiro Jinnai to the Hivestack family,” […]
Audience measurement platform LENS Technology & Analytics has appointed Nikhil Elayat to Business Director to fast-track growth opportunities across Australia and New Zealand. Elayat (pictured) joins from New Zealand’s largest independent advertising agency, Stanley Street, where he was head of advertising technology. He played a pivotal role in building adtech functions within the performance team […]
Australian medical research institute, The Burnet Institute has launched, How Science Matters podcast. The informative podcast will be co-hosted by former ABC Radio journalist Tracy Parish and Burnet institute director and CEO Professor Brendan Crabb AC. Crabb is also a microbiologist, malaria researcher and will share his knowledge on contagious diseases. How Science Matters was […]