In the lead up to Father’s Day, Great Northern Brewing Co has launched a new campaign via TBWA\Sydney, that reminds Australians to take a moment to reflect on their favourite memories made in the great outdoors with their fathers.
The campaign features a father and daughter pair, Robert Mason and Carmen Retzlaff, whose relationship was built around a shared love of adventure. Sharing their story, Carmen reflects on how valuable the time spent with her father has been.
The campaign launches with a two-and-a-half minute film directed by Eddy Bell from AIRBAG.
While working on the film, Bell reflected on his own relationship with his father: “My own Dad was sick for nearly a decade, living with a rare disease similar to Motor Neurone Disease. So, I had a lot of time to think about who he was as a man, and what he meant to me. I think there’s a kindness in liberating our fathers from all the expectations we place on them and just allowing them to be human. That’s where I started out in the process of making this film.”
The campaign continues Great Northern Brewing Co’s efforts to use Father’s Day as an event to encourage connection between dads and their adult children. In 2019, Great Northern Brewing Co’s ‘Great ReCamp’ campaign urged Australians to take camping trips for Father’s Day.
Father’s Day has long been a retail event, but with many Australians in lockdown, this year’s film acknowledges time spent together in the great outdoors is a gift everyone can appreciate.
Says Evan Roberts, chief creative officer, TBWA\Sydney: “It’s very easy for people to feel disconnected and isolated right now. We just want people to reach out to those that matter to them this Father’s Day. Tell them you’re thinking about them, that you love them. Sure, we might not be able to see each other, but we can make plans and we all need something to look forward to.”
Great Northern’s Lauren Fildes said lockdowns and restricted travel around the country meant many people hadn’t been able to spend time with loved ones: “We understand how tough it’s been on so many Australians who have been separated from family during the pandemic. So, whether you’re together or apart this Father’s Day, lockdowns permitting, we want people to invite their dad to spend time together outdoors when they can.”
The film will drive Australians to a microsite, The Greatest Gift, which enables users to make a personalised video invitation for their dads to spend some quality time in the great outdoors when they can next be together – powered by Gift Flick.
Says Helen Marsh, CMO and co-founder, Gift Flick: “When Great Northern Brewing Co. approached us about their Father’s Day concept we were thrilled to partner with them. Gift Flick digitally send gifts to friends and loved ones they are unable to see in a short video (a gift story) that features a personalised message, photo or video, so was perfect for a campaign about connection.”
The campaign will be running on national TV, online and social. Further 30, 15 and six-second spots will support the hero film.
Client: Great Northern Brewing Co
Production Company: AIRBAG
Director: Eddy Bell
DOP: Alex Serafini
Executive Producer: Megan Ayers
Post Production & Sound Design: BOLT / Ben Zemanek
PR: Sequel PR
Social & Website: CUBHOUSE, GiftFlick
Media: PHD, CUBHOUSE