Summer season, aka beer season, is coming to Australia and independent Sydney brewery, Young Henrys has launched a rice lager, Super Rice. Sydney indie agency, Paper Moose has made sure that it attracts attention and curiosity, with a campaign that is far removed from the usual rice lager adverts.

The campaign for the Japanese-style lager is built with four elements – a cold can, a clean pour, and the raw energy of local music bands. At the heart of the campaign is a deliberate restraint in visual approach and a deep connection to local music. 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.

Nick Hunter, creative at Paper Moose, stated, “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.”

The campaign covers digital and out-of-home suite, video, social assets, and static OOH, 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, commented, “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.”