It looks a little – OK, a lot – like From Where You’d Rather Be – except that in 72andSunny’s first work for Byron Bay Brewery where you’d rather be is Byron Bay, the cool place in Australia to be right now.
The lifestyle campaign for millennials, Byron Bay Brewery’s first major marketing push, attaches the beer to Byron Bay’s un-urban, un-workday, un-worry attributes – its surf, skate and party drawcards. The campaign features various Byron Bay locals. Even the backing track, Funky I Like It, is from local band, The Babe Rainbow. It will run nationally over summer from November, across OOH, online video and social.
The new campaign supports a new product launch, Byron Bay Brewery Premium Lager, which was first launched on tap at the Brewery in June, and then nationwide in September. The Premium Lager and brand redesign was done in collaboration with Byron-based clothing label, Thrills; along with a range of local community and sustainability programs, such as a gold sponsorship of River Warriors, an initiative founded by Byron environmental charity Positive Change for Marine Life.
“Byron Bay locals go about their day in such a relaxed way, and we are thrilled to partner with 72andSunny on a campaign that brings this to life. We hope that this campaign motivates people to head to Byron and visit the Brewery, and if they can’t then at least crack open a cold Byron and chill wherever they are this summer,” stated Amy Darvill, brand director mainstream, Lion.
“Getting to launch the brand nationally, and then land an aesthetic and vibe to capture the spirit of Byron, was a dream brief for our gang. We are stoked at how the different collaborators from Lion, to UM, to the whale, and to Sam, helped bring this to the world,” added Chris Kay, partner and chief executive officer, 72andSunny Sydney.
72andSunny has also recently completed Lion’s campaign for Kosciuszko beer, as well as new campaigns for Google Nest and Paspaley that launched in the last couple of weeks, and new partnership announcements with ABC and FitSense.
Creative agency: 72andSunny Sydney
Music: The Babe Rainbow
Director: Sam Kristofski
Media: UM Sydney
Post Production: White Chocolate