Great Northern Brewing Co. encourages Aussies to reconnect in latest campaign via TBWA Sydney
2020 for Aussies has been tough. The fires, the floods and then COVID-19 has given Australians a newfound appreciation for the importance of the bonds we share with each other and the great outdoors. As we regain more freedom, the desire to reconnect with both has become a powerful urge. So Great Northern Brewing Co. is launching The Great Return via TBWA\Sydney, inspiring Australians to reconnect with each other and nature by planning a camping trip with their crew.
The campaign launches with a long-form spot directed by Patrick Fileti from 13CO. The film features real friends, Wil Ridley and Ross Walker. Their story is one that will be familiar to us all in these difficult days. Both have lost their jobs due to the pandemic, and are facing an uncertain future, They are in need of the optimism and grounding that friendship and Australia’s great outdoors can bring. Their story will be aired on TV from July 19 as well as digital and social channels, including Facebook and YouTube.
To facilitate ‘The Great Return’, a campaign microsite has been created to help inspire the next adventure. The website has mapped out photos of the best fishing, off-road, swimming and hiking spots recommended by Great Northern drinkers, as well as the best watering holes to grab a Great Northern. Users can upload a recommendation to the website of their favourite campsite or location for an outdoor activity, or send a free personalised physical postcard to family or friends, to inspire everyone to start planning for their next trip. It also includes links to book campsites through CamperMate and links to regional tourism bodies for users to find out more about each tagged location.
Says Antonia Ciorciari, senior brand lead, Great Northern Brewing Co.: “Great Northern’s heart and home is in the great outdoors. It’s been a tough few months with fires, floods and restrictions keeping us away from the places and people we love. We wanted to do something to help get Australians travelling again to places they’re allowed go, to encourage people to explore their own backyard and give everyone something to look forward to.”
Sats Andy DiLallo, chief creative officer of TBWA Sydney: “This year is uniquely suited to a campaign like The Great Return. The importance of friendships and our environment have never been felt more acutely. To remind people that those bonds can be strengthened in the great outdoors makes Great Northern’s purpose top of mind at a time when it’s never been more relevant.”
To take part in The Great Return visit thegreatreturn.com.au
Client: CUB, Great Northern Brewing Co
Creative: TBWA Sydney
Production Company: 13CO
Director: Patrick Fileti
DOP: Campbell Brown
Executive Producers: Roy De Giorgio, Charity Downing
Producer: Warren Keuning
Post Production & Sound Design: BOLT
Editor Offline – Patrick Fileti
Grade – Matt Fezz
Casting – Stevie Ray CGA
PR: Sequel PR
Social & Website: CUB HOUSE
Media: CUB HOUSE, PHD
16 Comments
Is this the ‘truly brilliant work’ TBWA were on the cusp of putting out?
Is the idea to bore people into drinking? Cause that’d be cool, if it had an idea.
Right in the middle of believable story and manufactured nothingness. What a lame dull story
wow..this is painfully bad.. surprised the CCO signed this one off.
Warm emotive storytelling with a powerful reminder of the impotence of human connection.
This is…………rubbish.
Spot on.
impotent: unable to take effective action, helpless or powerless.
Interesting to see an ad about people losing their job from the union-busting Carlton United Breweries
Congrats on inadvertently creating the most homo erotic beer commercial in living memory. About time too.
I can’t get past the change in slogan a year or two ago from ‘The beer from up here’ to ‘The beer for up here’.
A very, very significant difference we weren’t supposed to notice. Only the entire premise of the idea.
Clearly there was a tricky moment where the regulator stepped in and the brand was forced to comply with the obligation for advertising to be truthful.
I’d love to have been a fly on the wall when the agency was told the entire premise of the the campaign was bollocks. ‘Oh, fuck…’
I note this Brokeback Mountain simulation is unburdened by any contentious slogan as to where in Australia the fluid is brewed.
Glad someone else noticed?
As a gay man I must say this is delightful.
That was awesome, I mean that was awful, truly fucking awful.
wanted to see what happened after the sun went down..
this https://youtu.be/UjhBf4vlTw0
The moment when the little guy is pushing a $65k workmate through a 1 foot creek crossing. Yeh your target market won’t see through that.
What was I doing again?