Sydney Beer has big ambitions. The Aussie boutique beer brand launched into the crowded US.

It has done so with a fun campaign unlike the others. And that matters. Beer advertising is noisy. The beer is also unlike the others. It was founded in 2016 by two very unlikely beer brand owners, Brett Lee, Australian fast bowling “legend”, and Matt Nable, author of four novels, three screenplays, and a four-time AACTA- nominated actor.

Its stated mission is “to produce a world class lager that Sydneysiders are proud to call their own”. Noble and different. You gotta have something to kickstart the trend. Even an ex- and deceased prime minister has his own beer brand.

The campaign by Unlikely Stories features a series of very quick clips full of Aussie larrikin humour.

The clips present a mischievous, unconventional point of view on life. Bit like how Sydneysiders are meant to be – and are occasionally (mostly when they have a beer in their hand). The “If a Sydney’s in your hand…” is carried throughout the campaign in posters, coasters, animated gifs, static posts, etc….

“Because if this can is in your hand, you have great taste, at least in lager. You’re more social, less media, more IRL than URL. You enjoy a drink to make new memories shared with your mates, who are the most important people to you, even the unreliable ones. If this is in your hand, you’re either celebrating, commiserating or it’s just Tuesday, Unlikely Story ECD, Rich Wakefield noted.

Credits:
Agency: Unlikely Story
CCO: Chuck Meehan
ECD: Rich Wakefield
Director: Jordan Brady @ True Gentleman Industries