Some clever thinking by Thinkerbell and XXXX, that understands how the Aussie mind works. Protecting the future of the planet is a huge problem that too many Aussies feel they can fob off to others. Protecting the future of beer is close to Aussies’ hearts.
Lion’s latest iteration of its Give a XXXX brand campaign imagines a future without beer to rally Aussies into action to ‘Give a XXXX’ about the world and environment. The campaign highlights how the end of the world would lead to the end of beer, encouraging people to Give a XXXX – to live life like beer depends on it, as beer’s survival really does depend on how we treat the planet.
The campaign TVC is supported by OOH and digital across heartland Queensland and regional New South Wales as well as social.
Lion’s chief marketing officer, Anubha Sahasrabuddhe, commented, “The platform is a call to arms for beer drinkers to give a XXXX about the things that matter most to them. The idea is about embracing the growing importance and recognition of what the XXXX matters, which shows through conscious effort, people reap the rewards of a good life and things that matter to them the most across the country.”
Thinkerbell’s National chief creative, Jim Ingram, added, “As an iconic Australian brand, XXXX has a role to play in encouraging Queenslanders to care about the things they give a XXXX about – and giving a XXXX can be about anything, the community, your mates or in this case the end of the world, and therefore… the end of beer”.
Credits:
Client: Lion
Creative Agency: Thinkerbell
Media Agency: UM Production:
Production Company: FINCH
Editing: The Editors
Music: Big Sync
