Fat Yak launches new campaign and ‘sponsorship deal’ via Clemenger BBDO, Melbourne
CB Exclusive – Craft brewer Matilda Bay, via Clemenger BBDO Melbourne, is launching a new campaign for its increasingly popular pale ale brand, Fat Yak.
Thinking it was high time they got involved with elite sport, Matilda Bay is proud to announce the first season of the 2011 Fat Yak Racing Cup. In Mongolia. On yaks.
The campaign will include a website, TV ads, outdoor and a massive consumer promotion. So massive in fact, this small brewery is investing its ENTIRE GLOBAL SPONSORSHIP BUDGET into Mongolian yak racing and sending one lucky Fat Yak drinker to Mongolia to race a yak and meet the superstars of yak racing (like Naransteg, also known as ‘the hoof master’). The race will take place in July in Mongolia where guests will be entertained in the Fat Yak corporate marquee.
Says Clemenger BBDO Melbourne creative director Damian Royce: “We initially thought we’d go to Mongolia, set up one of those corporate marquees at a yak racing event and fly in some dignitaries. After discovering there were no race meets to sponsor, we decided to create our own, the Fat Yak Cup.
“As for the race itself, all I can say is good luck to the promo winner, as going by the Yak riders we met while shooting, the local competition will be fierce.”
Supporting the promotion will be a new Matilda Bay Facebook fan page and branded materials for both on- and off-premise that will include Lords of the Gobi collectable rider-cards, posters, coasters, table cards, fridge decals and header cards all designed to get people ready for some yaktion.
The six TVCs were shot over two weeks in an extremely remote area of Mongolia inhabited only by nomads. In a break from the traditional production model, the team at Clemenger BBDO Melbourne used a skeleton crew consisting of only the creative team, DoP Jody Muston and two agency producers.
With no access to electricity or hot water, the crew slept in traditional Mongolian tents, bathed in mountain streams and ate barbequed goat for dinner. Extra content was created and filmed on the fly with the help of the friendly nomadic yak herders and the translation skills of a local fixer, Bat-Amgalan Lkha.
The TVCs are due to run on FTA and pay TV.
The competition will run until 21st March, 2011.
Executive Creative Director: Ant Keogh
Creative Director: Damian Royce
Senior Creative: Paul Reardon
Senior Creative: Simon Bagnasco
DOP: Jodie Muston
Producer: Karolina Bozajkovska
Head of Account Service: Paul McMillan
Account Director: James Mackinnon
Account Manager: Andrew Dunlop
Account Executive: Toby Beaumont
Planner: Michael Derepas
Matilda Bay Brewing Co
Marketing Manager: Jamie Fox
Assistant Brand Manager: Lisa Di Pietro
Trade Marketing Manager – Jo Shields
60 Comments
Nothing better than taking the piss out of strange and backward cultures. Gerz! More like radz!
How could you get the work so wrong for what is a very interesting idea?
This is the funniest shit I’ve seen in ages.
The thing about art directors is that they’re really good at getting other people to do all the work for them but taking all the credit. Let me break it down for you. The copywriter usually comes up with the idea. The art director then scribbles something down that’s usually a literal interpretation and so takes ownership. The art director then approaches a photographer, mac operator, or director (usually a mate or someone they want to sleep with) and gets them to produce it all for them. That usually means a week off while they get pampered by sycophants feigning interest in their gluten free diets. The idea usually gets lost during this process. They finally run the finished product by the copywriter as a token gesture of good will and ignore any suggestions. Then they run off and present it to the Creative Director and by virtue of the fact that they have the final product in their hands, take all the kudos. Gotta love advertising.
This is a blog about hating on art directors right?
You’ve clearly never worked with a real Art Director, 11:01.
Truth B Told.
In my experience you’re right on the money, 90% of the time.
Nothing worth credit-stealing here.
God damn. I really like the shitness of this.
looks like shit. must be a shit beer
Truth B Told aint never found the right one. And is unlikely to with all that pent up anger.
Just sounds like a bitter writer who never gets his ideas up and never gets to go on shoots.
Fuckin hater.
PS: I’m a writer and my ADs have always worked as hard, if not harder than me crafting work until it’s right.
Having said all that, I think the FatYak stuff is pretty heavy on execution and pretty low on positivity for the brand. I laughed at the Cribs parody, but it gets me no closer to drinking a bottle of the Yak piss.
funny. nuff said.
That’s mighty bent.
Amazingly boring. And kinda racist.
Dull and racist. Why?
This one has just gone all wrong Clems.
oh dear
Is this for beer?
As an overall campaign, best thing I’ve seen for while. From the writing to the way it was shot, through all the other vids and website.
And I don’t work for the agency!
I am Charly Sheen and I support this message
Charlie Sheen reference, chrome goat rack, snap your neck. GOLD!
Slight racism, stupid animals, dust and a chance of serious injury.
It’s basically… awesome. Sign me up!
Right you are Ken
PARRRRODDDDDDDY!
No movement in my pants but don’t mind them.
That’s gotta be Mr Reardon on the mic?
Gave me half a fat yak.
Wow- I haven’t seen anything this fresh since Borat.
Thats hilarious… somebody give these guys a gold star. It’s also refreshing to see creative that does not rely on topless women to sell beer. Wait.. can that be included somehow?
Those Yaks run so damn fast.
Awesome concept – good to see original ideas
ha! at last, some witty beer advertising to cut through all the try-hard ‘freshnessest’ and ‘slow-mo’ ads that CUB seem to have fucked up over the last few months.
Great idea can’t wait to see the actual event
I love ‘get a piece of the yaaaaaktion’ and ‘yak attack yak attack’ executions. Some of the other content pieces were less funny and even felt a bit laborious. The promo is a good ‘un and it’s great to see a small beer do some brave work. Overall, good stuff that just needed some judicious pruning.
Made me yak all over my shirt and pants. Just plain terrible amnd try-hard.
Finally someone taps into the racist beer demographic…. bout time. Smart advertising.
Visit our website, with the web address as “website” is freakin gold, how’d you get the client to agree to that? Hats off boys and girls.
Yawn
Great idea. Surprisingly boring content. The weird over powers the funny.
This is yak shit!
Truth B Told, it’s always been the other way around for me.
I’ve always loved Borat.
It was really fresh, original and funny.
Unlike this.
Seems the Clems people really love this one & everyone else doesn’t.
I think its funny.
Voice over is great.
Beer is actually very nice. Though one is enough.
full marks for not setting it in a pub filled with semi-bearded camperdown types’ from the secret life of us.
Just the kind of indulgent twaddle that only advertising creatives think is funny.
This will probably work because it cunningly taps into a very valid truth: Australia is a cultural vacuum full of drunken, xenophobic bogans who’ll laugh at everything they don’t understand, most of all, non-Anglo peoples who DO have a culture.
funny. well done.
Crap beer. Crap advertising.
9:54. I don’t work at Clems and I think this is great. So you are wrong.
Reminds me so much of all that old MTV stuff that Traktor shot way back
and i give a fuck about yak racing because??? Wank attack!
These guys are both writers/art directors Truth B told. Does that just turn your whole world upside down?
Hats off to the Clems account guys. And seriously, brave client. They’ve bought brave work and obviously trust the team to head to the other side of the world without a film crew, just a single lonely D.O.P.
Clems, you impress the hell out of me.
Boring! Very boring!!
Well done creatives!!! Big pat on the back for your incredible conceptual skills and the lengths you went to…
Product is called Fat Yak – let’s google yaks – hey, they have yak races in Mongolia – Fucking funny – let’s take the piss out of the Mongolians.
Well at least we know who was behind it.
Like it, thumbs up.
I reckon the idea of racing against the Mongolians is pretty cool.
Not a bad promo guys
Hey everyone, I just did a parody of another bad advertising style & used irony, plus some of the best bits from a funny movie. Where’s my award!
Too much Parody of other ads going on at Clemenger Melbourne. All their ads are the same, I can’t tell the difference between the white pages & beer anymore.
Very funny guys and I love that Yaktion clip, cant stop playin it
Truth B Told here’s another bad generalisation. Anyone who capitalises each word in a sentence or abbreviates words with initials is nary a writer, let alone an ideas person.
FTW every big award I’ve had my name on, my art director came up with the idea. Even the headline in some cases. Guess you’re on a bad trot.
I’d be careful about making that admission when you’re applying for your next job, 12:24. It means you’re not worth sixpence.
More irresponsible advertising from Clems as they try desperately to win awards at the expense of the client. This time they’ve wasted a year’s budget on a prize that a handful of people will want to win and even less will engage with. Last time they did a perfume for a charity – an invisible badge that no-one could see. Sure the sentiment was nice but I saw shaved heads, pink ribbons and yellow daffodils last year all reminding me of each of those charity’s presence. I didn’t see no perfume. Hope your gold statues help you sleep at night.
dare I say the years budget thing was tongue in cheek? surely?
7.34. Clems are the most effective agency of the year. More effies than any other agency. May I suggest you get your shit together before posting, to save yourself this embarasment. You must be from the dark side, as you clearly have given in to hate. By the way, it looks lime your death star is about to explode. Again.
Can the guy that used the term “wank attack” please go back to the Dungeons and Dragons blog. If you don’t have anything nice to say, at least say it in a slightly cool way.