There’s just something exciting about gold in new campaign for XXXX Gold via Thinkerbell
September 9 2024, 9:38 am | | 9 Comments
Over the past 8 weeks XXXX has been celebrating GOLD of all sorts as part of its new campaign via Thinkerbell.
Says Laura Stevenson, executive head thinker at Thinkerbell: “There’s nothing like GOLD, whether it was GOLD last week, or the chance of a GOLD tonight. There’s just something so exciting about GOLD.”
Says Sam Pulsford, senior marketing manager for XXXX Gold: “Life’s good when it’s GOLD.”
This GOLD campaign was live across metro Queensland (the land of GOLD and sunshine), regional NSW, and Victoria.
Follow along with @xxxx.beer on Instagram.
Client: Lion
Creative Agency: Thinkerbell
Media Agency: UM
9 Comments
Let’s be real—this work feels like it falls way below Thinkerbell’s usual standard. I’m sure they had better ideas in the mix, but whether it was the budget, time constraints, or something else, this just feels like they threw in the towel.
As Anna Jackson from Telstra said, ‘We’re not in a great place right now.’ And honestly, this kind of work is exactly what she was talking about.
“XXXX yeah gold bring home the gold”
“Here’s to XXXX another gold”
“Let’s grab XXXX another gold”
Sometimes the XXXX means fuck and sometimes it doesn’t? Sometimes you only read the second ‘gold’?
PRing 8 mock-ups to prove you don’t just buy one placement isn’t convincing me.
Was this meant to go out during the Olympics? If so I kind of get it. If this is just your new campaign then I don;t like it
Is there a brand in Australia that pivots more than XXXX? One day they are telling us they are saving the planet, the next trying to sell out the great outdoors, then trying to be edgy using XXXX as in place of swear word and now jumping on board the Olympics.
I get being tactical and agile at times but a base level of brand consistency please.
Nice for a big brand to show up during the paralympics, instead of jumping on the olympics like the rest
Missed opportunity. Give her a Gold.
Xxxxxx