Getting men to talk about how they’re feeling is quite a challenge. Especially in New Zealand, where the incidence of self-harm is too high. Men do, however, tend to open up over a beer. Yeastie Boys, “the world’s smallest multi-national brewery located in New Zealand”, and VML are fostering that connection with a drinkable bunch of flowers (yes, it’s a beer) called Blokequet.
Blokequet is being sold as a limited-edition release. The new drinkable bunch of flowers, brewed with Earl Grey blue flower, is a 2.5% pale gold, with a scant bitterness and explosion of ‘floral’ tropical and citrus fruit flavours. Every can sold is also a donation to the I AM HOPE foundation, supporting the youth of New Zealand and the leaders of tomorrow.
Joshua Sanford, general manager, Yeastie Boys, stated, “We know we need to open up to our close mates but showing up with a bunch of flowers isn’t the typical thing to do. Showing up with some beers and having a chat is. What we love is that the Blokequet doesn’t just start meaningful convos, it also supports the important I AM HOPE Foundation.”
The Blokequet is available at selected bars and liquor stores in New Zealand, and until supplies run out, will also be sold in a traditional bouquet-style arrangement (but with beer instead of flowers) to be shared with the friends.
Kim Pick, executive creative director, VML Aotearoa New Zealand, commented, “So many wonderful partners have stepped forward to rally behind the Blokequet launch to get men checking in on each other and to raise awareness and support for men’s mental health via the I AM HOPE Foundation. We can’t thank them enough – and are so pleased to see this ‘drinkable bunch of flowers’ sparking conversations nationwide.”
Mike King, founder, I AM HOPE, added, “The reality is, most men in New Zealand socialise over a beer. That’s when they will really connect and talk with each other, so it’s a really big opportunity for us to start encouraging those kōrero to include mental health. The Blokequet is the perfect icebreaker for initiating these conversations. And it doesn’t have to be a really serious talk. It can be as simple as asking your mate if they’re OK.”
James Johnston, managing partner, VML Tāmaki Makaurau, Auckland, commented, “Too often, way less than six degrees of separation applies when it comes to knowing someone who has been affected by mental health, in New Zealand. That made this activation important (and personal) for the amazing team at Yeastie Boys, the partners who jumped in to support, and for our team.”
Credits:
Client: Yeastie Boys
General Manager, NZ: Josh Sanford
Client: I AM HOPE
Founder: Mike King
Creative Agency: VML
Chief Creative Officer APAC: Paul Nagy
Executive Creative Director: Kim Pick
Senior Art Director: Jack Wadham
Senior Copywriter: Karla Tarr
Managing Partner: James Johnston
Senior Account Director: Irma Mawson
Senior Producer: Jo Kelly
Senior Designer: Erin O’Connell
Senior UX/UI Designer: Terry Yee
Web Developer: Dan English
Senior Investment Manager: JJ Wrightson
Senior Account Director, Social Media: Evana Vulinovich
Account Executive, Social Media: Amelia Bing
Account Executive: Alexandra Fenwick
PR Consultants: Sophie Kafusi & Pippa Lekner
Production Company: Supernormal
Managing Director & Executive Producer: Matt Mckenzie
Director: James Anderson
DOP: Mason Bennett
Senior Producer: Michelle Delaney
Head of Post Production & Offline Editor: Archie Porter
Casting: Erin Wilson
Grade: Mikee Carpinter @ Commotion
Sound: Andy Morton @ Liquid Studios
Audio Engineer: Craig Matuschka
