Somewhere in Australia a jet ski has been buried. There’s also a buried campaign trailer and a safe full of $10k in cash. They’ve been hidden underground by Thinkerbell and XXXX. Winch them out using a 4WD, and they’re yours.

The XXXX Winch to Win campaign has been brought to life by Lion and the XXXX Agency Village. XXXX beer has always been synonymous with the good life, which for many includes a passion for 4WDing. As the popularity of 4WD vehicles and activity continues to explode, XXXX has launched competition unlike any other this summer.

Tom Wenborn, chief creative officer at Thinkerbell, stated, “As the beer brand that believes the good life takes effort, we couldn’t just let people enter a barcode or scratch to win a competition, we needed to make sure punters got out there and put some effort in to win”.

There will also be 500 x $50 fuel vouchers available to win too. The competition will culminate with three finalists competing in a 4WD challenge on Tuesday February 19, where they will have the opportunity to winch out the top prizes on offer.

To enter the challenge, Aussies simply upload their video or photo of their rig (4WD) to the XXXX website.

The campaign is live across Australia on BVOD, YouTube, radio, outdoor and social.

Credits
Client: Lion Australia (XXXX)
Creative & Earned: Thinkerbell
Media: UM
Digital: Affinity
Production: Bastion Agency