XXXX Zero is Lion’s newest alcohol-free product and Australia’s first carbon neutral alcohol-free beer. Its ad, by Thinkerbell and UM, is a carbon-reducing mural.
Amy Cummings, UM senior integrated planning director, explained, “We challenged ourselves to deliver a solution that would work to actually reduce carbon emissions. Big, bold, high visibility OOH was central to the campaign’s success, so we commissioned a mural for XXXX Zero in a high vis, central Brisbane locale painted with paint that actually helps clean the air not further pollute it.
The ad also encourages Australians to look after the planet with its, Give a XXXX about tomorrow, message.
“Not only are the murals an obvious conversation starter, they demonstrate environmentally sustainable media-buying practices in the process,” added Aidan O’Brien, UM senior planning manager.
The mural is supported by street furniture, retail OOH and radio plus a 30 sec time-lapse video of the murals being painted will be amplified through social and PR channels.
XXXX Brand Director, Chris Allan, stated, “We’ve taken time to create a product that not only talks to a new generation of discerning drinkers but also gives a XXXX about the environment, as Australia’s first carbon neutral certified alcohol-free beer. We love this creative approach to media planning and buying and can’t wait to see the successful brand impact it has.”
The campaign launched early May and will run through early June.
Credits:
Media: UM
Creative & PR: Thinkerbell
Digital: Akcelo
