It’s Queensland Day today (June 6) and XXXX is putting itself into the heart of the celebrations. The campaign, that features archival footage and a few famous faces, reminds those up north that the brand has been Queensland’s beer for over 146 years. The campaign’s OOH placements are live across Brisbane for one day only, celebrating XXXX’s place in culture and the moments that have shaped Queensland. 

Brewed in Queensland since 1878, XXXX has spent more than a century establishing themselves as the Pride of Queensland. From supporting Queenslanders during tough times and backing the Maroons in every Origin, XXXX is as proud a Queenslander as they come.

To create the campaign that embeds that pride in Queenslander’s hearts, a dedicated archival researcher was enlisted to uncover the best images from both public and private collections, with each one adapted for a site in Brisbane.

Sam Pulsford, XXXX senior marketing manager, stated, “XXXX has always been a great mate to the sunshine state. We’ve been proudly at the heart of important social and cultural moments in Queensland for well over a century, and Queensland Day is the perfect time to honour that.”

Thinkerbell executive creative tinker, Jonny Rands, added, “We’re always on the lookout for authentic ways to bring brands and culture together, and with XXXX, there’s plenty. It’s a beer that’s been part of Queensland for ages. As we dug through the archives, we uncovered so many great moments that felt worth sharing with the state on a day that’s all about celebrating Queensland.”

Credits
Creative Agency: Thinkerbell
Client: XXXX
Media: UM
Social: We Are Social
Production: Birdsville Races, 2008: Image credit Bill Watson John Howard & Kevin Waters, Milton, 1998: Image credit Newspix
Cartons in flood, Milton, 1974: Image credit Newspix
GIs on back of the Castlemaine Truck, Brisbane, 1942: Source: State Library of Queensland
Bar, Brisbane, 1932: Image credit unknown