BWS celebrates lockdown freedom in new campaign via M&C Saatchi, Sydney and Carat

To celebrate the countdown to freedom, BWS is giving away a free six pack to share with mates in the lead up to Summer in a new campaign ‘Can’t wait mate’ via M&C Saatchi, Sydney and Carat.

The new campaign focuses on bringing people together to share a long awaited drink. The campaign comes to life with a paid campaign on Facebook and Instagram, as well as digital partnerships with Pedestrian, Broadsheet, Concrete Playground, Urban List & Buzz Feed. BWS will also be using micro and macro influencers, via Carat, to share diverse and fun content across all Instagram formats to drive mass awareness and encourage engagement and shareability.

BWS is also asking shoppers to share on social media who they are looking forward to sharing a drink with – using the hashtag #cantwaitmate.

Says Brendan Donnelly, creative director at M&C Saatchi Sydney: “There’s a ton of things we’ve looked forward to as we all step out of various restrictions across the country. Once haircuts are out of the way, most of us can’t wait to celebrate our freedom by catching up with family and friends. What better way to do that than sharing free beers together! #cantwaitmate is a simple social campaign that lets your mates know there’s a beer waiting for them when you catch up.”

Dentsu’s media agency Carat handled all media strategy and buying for the campaign. Tasked with bringing the Share a Drink platform to life, the use of influencers and editorial coverage across youth publications was a key factor when distributing the new campaign.

Says Vanessa Rowed, head of marketing, BWS: “Lockdowns and restrictions have made us long for those much-needed social interactions.

“But there is light at the end of the tunnel, and we are celebrating by encouraging Aussies to get together and share drinks with their mates.”

To redeem the free brew, Aussies over the age of 18 can simply head to BWS.com.au or the BWS app and create an account. When buying two six-packs of XXXX DRY or James Squire Zero, they will receive their second one for free at checkout*

*To redeem, customers need to have created a profile with BWS. Offer limited to 1 redemption per customer. NT and Northern WA excluded. For full T&Cs, head to https://bws.com.au/productgroup/share-a-drink

BWS
Vanessa Rowed – Head of Marketing
An Le – Head of Marketing, Brand
Jax Young – Senior Brand Manager
Charlotte El Baz – Brand Manager

M&C Saatchi
ECD – Avish Gordhan
CD – Brendan Donnelly
Art Director – Filipe Oliveira
Copywriter – Michael Harris
Designer – Ian Hartigan
Animators – Alex Ardino, Bojan Bogic
Head of Strategy – Rachael Fraser
Senior Strategist – Amy Grant
Group Head – Vanessa Boueyres
Group Account Director – Helene Ioakimidis
Senior Account Manager – Katie Lockwood
Producer – Trisha Halsall

Carat
Bianca Falloon – Client Leader
Christian Fox – Client Director
Cat Wilkinson – Head of Content Partnerships
Amanda Nguyen – Client Manager
Rebecca Warrand – Content Partnerships Executive