Mojo creates The Island for James Boag’s Pure

November 19 2009, 10:31 pm | BY Lynchy | 15 Comments

Picture 336.pngOff the back of its latest launch to the James Boag’s trademark – a super-premium beer called James Boag’s Pure – Lion Nathan has rolled out a multi-media campaign including TV and cinema spots, developed in partnership with Publicis Mojo.

VIEW THE 60# SPOT

Airing nationally, the 60, 30, and 5-second spots are set deep in the unspoilt wilderness of Tasmania, revealing a hidden night time world in which a series of strange natural phenomena culminate in the discovery of the beer.

Arno Lenior, Premium Category Director Lion Nathan, said the TVCleverages Tasmania’s unique, natural surroundings to create adistinctive look and feel for the campaign.   

“There’s something pure, primal and mysterious about Tasmania, and theJames Boag’s Pure campaign aims to bring this unexplainable element tolife – suggesting it’s the Island’s secret ingredients that make thisbeer pure like no other.”

The campaign line From The Only Place It’s Possible was inspired by theproduct’s recipe, which is made with only four pure ingredients grownon and sourced from the Island – making Tasmania the only place in theworld this beer can be made, and the only beer of its kind.

Micah Walker, Creative Director Publicis Mojo Sydney, said to ensure ahigh-impact yet authentic execution, the TVCs were filmed in Tasmaniain July and directed by Noam Murro of Revolver, in his first everproduction for an Australian company.

“James Boag’s Pure is a genuinely unique beer, just as Tasmania agenuinely unique part of Australia, so it was essential we lived up tothese precedents by showing a side purity that was less expected andmore own-able for the brand. I think Noam’s done a great job helping usachieve that.”

Zenith Optimedia was responsible for channel planning and media execution for the campaign. 

“We have big plans for James Boag’s Pure. We have already had greatcustomer and consumer feedback and people really understand the qualityand Tasmanian heritage message we are trying to project,” finishedLenior.

Publicis Mojo Sydney credits:

Micah Walker – Creative Director

Justine Armour – Copywriter

Grant McAloon – Copywriter

Sacha Loverich – Agency Producer

Noam Murro – Director

Revolver – Production Company

Simon Ludowyke – Account Director

Nicole Milward – Head of Strategy