Page 66 - Adnews Nov-Dec 2022

The Work
Australian beverage company Lion Brewery
set out to encourage Australians to give a XXXX about the world and environment via a dystopian campaign that portrays a future without beer.
Give a XXXX
Agency: Thinkerbell Brand: XXXX Gold
The brief for the campaign by Thinkerbell and UM media was to compel people to "live life like beer depends on it", as beer’s survival really does depend on how we treat the planet.
The spot features a beer drinker, detailing the detrimen-
tal effects, pollution, and our carbon footprint has on the
earth, placing the simplicity of drinking a cold bottle of XXXX
Gold on the beach at risk of extinction.
W O R D S B Y
TAYLA FOSTER
The work was underpinned by a range of out-of-home and digital executions across heartland Queensland and regional New South Wales, highlighting the brand’s latest Give a XXXX positioning.
Jim Ingram, chief creative tinker at Thinkerbell: "Give a XXXX is a brand platform that will run for years.
"It has already anchored a lot of work including the XXXX and Budgy Smuggler joint venture, the postcodes work for the Maroons during State of Origin and the launch of XXXX Zero."
Ingram credits its success to the way it evokes emotion out of its audience.
He says: "Now more than ever, a good life takes a bit of effort. To get a good life people have to 'give a xxxx' about the things that are important to them.
“As an iconic Australian brand, XXXX has a role to play in encouraging Queenslanders to care about the things they give a XXXX about - and giving a XXXX can be about anything, the community, your mates or in this case the end of the world, and therefore... the end of beer.”
Ingram provides a rationale behind the creative strategy implemented: "The campaign fits into a broader suite of work around encouraging people to give a XXXX about the things that are important to them - this of course includes the environment ... to save beer of course!
He said: "The premise of the creative strategy is centred around the urgency to encourage Aussies to give a XXXX about the environment."
Lion’s chief marketing officer, Anubha Sahasrabuddhe, said: “The platform is a call to arms for beer drinkers to give a XXXX about the things that matter most to them.
"The idea is about embracing the growing importance and recognition of what the XXXX matters, which shows through conscious effort, people reap the rewards of a good life and things that matter to them the most across the country.”
Since the brand's 1985 debut that started out as a classic beer com- mercial poking fun at the expense of the stereotypical Australian, the notion of Australians giving a XXXX grew exponentially.
According to the London Observer in September 1985, Allied-Lyons heavily promoted Castlemaine Perkins XXXX Gold Lager in the UK via an advertising campaign masterminded by Saatchi & Saatchi using the slogan “Australians wouldn’t give a XXXX for any other lager”.
The growth and success of the latest campaign means that XXXX Gold, which is manufactured in Queensland by Castlemaine Perkins, is convincing Australians to give a XXXX about the environment in an array of integrated out-of-home campaigns including: “Giving a XXXX