Creatives Chris Hince and Andy Segal’s spot for Sailors Grave wins third annual Brewin Transfer
As part of Good Beer Week, the Cherry Tree Hotel in Melbourne’s creative hub of Cremorne, held its third annual Brewin Transfer. Micro-breweries were asked to submit a beer ad aimed at an audience ordinarily neglected by the big breweries. The budget was once again $2,000.
This year, there were nine fantastic entries from craft brewers, Moo Brew, Exit Ale, Sailors Grave, Mountain Goat, Blackmans, Kaiju!, Bridge Road, and Cherry Tree’s own Piss.
The beer ads were aimed at diverse audiences such as the blind, LGBTQI, and even rich banker wankers. The winner which took out both the Panellist’s Award and the Audience Favourite, was for Sailors Grave, by creative freelancers, Chris Hince and Andy Segal.
Says Jim Ritchie, creative director, Bastion State who was one of the judges on the night: “The Sailor’s Grave spot did something remarkable. Not only did it speak to two marginalised audiences, its perfectly balanced execution, which combined warmth, wit and a neat twist, succeeded in achieving something greater. It taught us a lesson about our own preconceptions. It taught us not to presume. It reaffirmed in a deft executional touch that love is love. Ten out of ten from me.”
Sailors Grave owners Gab and Chris were proud of the win: “We’re a small microbrewery in far East Gippsland and we pride ourselves on sourcing unique ingredients from the bush. We respect the land with Indigenous Yuin elder Noel Butler helping us harvest our ingredients. This ad celebrates our Sailors Grave philosophy of diversity in everything we do.”
Says Chris Hince, creative: “This ad wasn’t just about portraying marginalised gay or indigenous audiences. We also wanted to make people stop and question their own prejudices.”
Says Andy Segal: “You can’t just slap binary labels on people anymore. We are all proudly unique.”
Click here to view all the Brewin Transfer entries.
Client: Sailors Grave
Creative: Chris Hince & Andy Segal
Accounts: Susan Richiardi
Production: The Producers
Directors: Tov Belling, Lou Quill
DP: Katie Milwright
Casting Naomi Mendoza
Post: Manimal (Ryan Brett, Kate Reynolds & Hannah Byrnand)
Sound Mix: Front of House (Calum Kenihan)
Camper 1: Justin Grant
Camper 2: Corey Brunskill
Horse 1: Anzac
Horse 2: Nook
22 Comments
Yeah boys!
This has never been done. (not often you get to write that on CB, hey you grumpy old cunts?)
Now this is doing it for me…
Fucking great. Absolutely best beer ad for the longest time. Does it all without pushing it in your face. Made my Friday
* Thankyou
10 points.
Just putting a comment here so people will see something has comments and watch it in hope for something to bitch about. Sorry – you wont find anything but gold here
Snap those boys, up! Oh, be still my aching heart.
So not only are they incredibly handsome, they’re talented as well! Love the job this does for the Sailors Grave product – ties it right back to their philosophy and approach.
Great job guys – really nice work.
Nice one. And nice one commenters. No one’s said ‘Brokeback’ once!
I like this.
Beer without labels.
👌🏻
Straight, white boys taking advantage of marginalised communities to ride the diversity wave for their own advantage.
This isn’t woke at all.
How many gay or indigenous creatives were involved behind the scenes?
The advertising industry needs to stop making ads about how woke it is and, you know… actually shake things up. It starts with employing more diverse voices in key creative and executive roles.
This is so gross.
I think you’ll find your about to get a polite smack down John. Your pretty off the mark with assuming this was done without good intentions.
Brilliant.
It’s so incredibly refreshing to see an ad with such sincere warmth and love.
Well done to you both.
@John — You’re right John. The industry totally needs to shake things up and although we can’t change the whole advertising world, we can do our part in trying to improve it. We are two straight privileged white males just trying to do our best with a challenging brief about marginalised audiences. Marginalised by the industry we work for. To answer your questions; the client employs indigenous suppliers; indigenous friends and the Aboriginal and Torres Straight islander cast were consulted on dialogue; a Trinbagonian woman did casting (we are starting a production company to help talented but marginalised film makers); and a gay Muslim helped with strategy. We recognise the need for diversity, and we tried our best to ensure that we were respectful and inclusive so that we wouldn’t be taking advantage, but would be telling a meaningful story.
*Slow Clap*
Brilliant work…. Not sure what you are on about John but I am sure that you are one person I would not want to have a beer with. I commend you on your professional reply to John Chris…
No doubt if non-marginalised people (like these “Straight, white boys”) stopped telling stories featuring marginalised people like those heroed in this ad, you’d be complaining about lack of representation in ads made by “Straight, white boys”. Am I right?
As a gay Samoan man of 20 I can relate to this and it makes me feel less awkward and self conscious about who I am.
The fact that blokes can be blokes and masculine while still showing love and kindness and humanity is so special.
Done with integrity, soul and sensitivity this is the way of advertising in the future.
Cheers
Disruptive for all the right reasons. Onya Andy & Chris. Love it.
Every time I see this I love it more. It’s the beer ad we need right now. Well done, Hincey and Andy. And thanks Hincey for your explanation around script consultation and building an inclusive production team. It’s a relevant conversation for all of us pushing for diversity on and off-screen in our work. @John, it’s possible to ask the question without being an arse about it.