Craft beers tend to have stories. It’s part of their charm and what sets them apart from big brand beers. Mostly, these stories are add-ons, accessories for the packaging, a mention in a poster campaign. But M&C Saatchi realised it was given a gold mine in the story of John Boston craft beer.

So it has used the full saga of the hare-brained ideas, the silly failures and the unmitigated spirit of the great man to carry on, to give John Boston craft beer something more.

John Boston, a jack of all trades, master of none, landed in Australia more than 200 years ago. He crafted Australia’s first beer in 1796 using corn, bittered with love-apple stalks. When it failed the taste test of local guards in Old Sydney Town, Boston jumped ship to America. Sadly, he never made it, eaten by cannibals somewhere in the South Pacific.

Unlike John Boston, his beer survived. However, much like John Boston, the beer had little brand awareness. That’s likely to change. A legendary story is all in the telling:

Cam Blackley, chief creative officer, commented, “John Boston’s story is about as outrageous as it is unknown. We know that he was among the first brewers in Australia and that his original beer was eye-wateringly bad.

“In fact, we know that the man failed at everything he did except dying in an incredibly interesting way. But he had this quality that is hard not to admire – he got back up and tried again every single time. This campaign is about celebrating a legend and the quality beer that remembers his gumption.”

The platform, Brewed in honour of legends, introduces the legend of John Boston with the platform offering the flexibility to celebrate other unexpected legends. The aesthetic of the work recalls the era in which John Boston lived, using wood etched illustrations and long-form typography as well as the fun of the Aussie vernacular.

Rachel Hofman, marketing manager at Pinnacle Drinks, noted, “The goal of the campaign is to celebrate John Boston the man who started it all but also to recognise the classic Australian spirit of getting back up and having a crack despite failure.

“The result is a compelling brand platform which fully embraces John Boston’s cheeky, tell-it-how-it-is tone of voice to share the brand story, delivering visually impactful tailored messages on targeted platforms. The take-out overall is engaging and witty creating talkability.”

The campaign is led by out-of-home posters on train station platforms that detail the journey of the man who inspired the beer, supported by digital out-of-home and social.

Credits:

Creative Agency: M&C Saatchi

Creative Director: Cam Blackley

Writers: Avish Gordhan & Andy Flemming

Art Directors: Mandie van der Merwe & Luke Simkins

Design Director: Simone Cherry

Strategy Director: Anthony Lockhart

Group Head: Vanessa Boueyres

Senior Account Director: Helene loakimidis

Producer: Sophie Beaumont