GREAT NORTHERN BREWING CO. LAUNCHES ‘THE GREAT RECAMP’ FOR FATHER’S DAY VIA TBWA GROUP SYDNEY
This Father’s Day, Great Northern Brewing Co. is inviting Australians to do something with their Dads that he won’t forget. For most of us, memories of the great outdoors begin with our fathers. To revisit those bonding experiences, Great Northern Brewing Co. and TBWA Sydney is encouraging you to go camping again with your Dad in the great outdoors.
The integrated campaign developed by TBWA Sydney is the first campaign in a new relationship with CUB.
The campaign launches with a new long-form spot directed by Patrick Fileti from Thirteen & Co. The three-minute film features a real father and son from Queensland, Luigi and Daniel Gaudiello, and will be aired in cinemas across Australia in the lead-up to Father’s Day as well as across digital and social channels, including Instagram, Facebook and YouTube.
To facilitate ‘The Great ReCamp’, a first-of-its-kind personalised invitation generator has been created that enables the user to find that perfect campsite from thousands of options Australia-wide, or to track down that place where you went camping with your family all those years ago. The user’s chosen campsite is then added to their custom video invite which can be sent to their Dad in time for Father’s Day.
Says Antonia Ciorciari, associate director, Great Northern Brewing Co.: “Great Northern has long represented the very best of the Great Outdoors. It has a transformative power over us; we love that this campaign not only brings to life this magic but helps people create their own.”
Says Andy DiLallo, chief creative officer, TBWA Group Sydney: “Great Northern understands the memories we make in the great outdoors are something to cherish. We set out to not only inspire people to get outdoors with Dad this Father’s Day, but to actually facilitate outdoor experiences by providing sons and daughters with the utility to make it easy.”
Says Paul Bradbury, CEO, TBWA: “We consider ourselves very fortunate to have the opportunity to contribute to the Great Northern story. We would like to thank the CUB Marketing Team for being brilliant partners in creating this campaign.”
Client: CUB
Creative: TBWA Sydney
Activation: Integer
Production: //Thirteen & Co – Patrick Fileti
Post Production: BOLT
Music: Level Two & Daniel McCormick
Sound Design: BOLT
Photography: Andrew Watson
Casting: Stevie Ray CGA
Media: DraftLine, PHD
44 Comments
Goosebumps. Powerful storytelling.
Stunning
Very good.
Very nice
And the site actually works really well too! Great idea and execution.
Gorgeous work through and through.
Absolute dad porn. Hats off, TBWA.
Nothing to do with the product. Drinking is linked to cancer actually.
Lazy creative as usual.
It’s a lovely film, and is perfect for cinema.
Can’t imagine why anyone would watch it online though,
And if they did come across it on Instagram would they watch it all the way through?
Aren’t we past the days of placing a film in the digital space and expecting people to watch it like they would in traditional media?
Beautiful film, but the copy on the website is very cheesy.
Totally at odds with the tone set by the film.
Lovely…great storytelling and beautifully crafted.
I need to call my dad… love the website!
awesome work
Having worked on CUB, it’s incredible they managed to keep the idea this pure and so beautifully executed.
Didn’t Clems Melbourne have Great Northern?
Nice execution albeit of idea done before
https://www.youtube.com/watch?v=YM9DqWMIXik
So of the thousand odd views of this link of yours, there was one lonely like. That was you wasn’t it? This isn’t close to being an original idea. But it’s nicely done and feels authentic. Unlike the work you linked to.
Powerful storytelling – what a beautifully crafted piece.
Big ups to Pat Fileti, Thirteen & Co and TBWA!
Love it
@Oh dear, are you seriously going to even compare those two films? This film honestly made me pick up the phone and call my Dad overseas. Can’t say ‘Aerogard Grampout’ stirred the same emotion. Well done to all involved, nice to see honest filmmaking is still alive.
Reading through the comments shows the clear disconnect between ‘ad land’ and clients who have to make money for the company to be successful.
Is it a beautifully shot story – yes! There is little argument on this. Does it fit the Great Northern brand values – yes (if you read into it). But where it ultimately falls down is the tone, which just doesn’t align with the great work the brand has done over the years to take it to number 1. Even though the pieces are there it just doesn’t feel like a Great Northern ad, rather it feels like the creative team tried to hard to do something different and overly emotional which just isn’t Great Northern (a relaxed lifestyle brand). I think it will struggle to get attention, struggle to get cut through, struggle to encode the brand signals, and ultimately not have a big effect on the bottom line – despite what looks like a big budget.
Great one for the portfolio, not great for the commercial success of Great Northern.
The target audience will never see it.
This was boring. Nicely shot, but really boring.
@Cal sounds like your talking a of load of sh!t. Maybe have a Great Northern and chill out.
Sounds like you’re a moron, go drink another cheap rose and tell people that ‘creativity is king’
@cal knows best. Cal is right. You are wrong. I really like the film. For another brand. You can apologise to Cal when you have five.
@apples and oranges? Surely I don’t have to explain the difference between idea and execution
Sorry way too long for me.
Also I see the post production was done by the agency – BOLT. They promote themselves as a post house. I can’t see DDB, Clemenger or M&C etc going into the agency and using them.
They’re more than welcome, we have a couple of edit suites.
Beer’s not allowed to do that.
Really like this. Well done all.
This is Utter drivel.
It proves great northern is a success despite the marketing.
This ad is so wrong and indulgent and short term and unbranded and up itself. And disconnected from the consumer. Research it. I dare you. Or just wait for sakes to flatten.
What a beautiful film.
This is a beer whose understated success has been driven primarily from regional Australia making its way into suburbia.
This ad reads as inner city advertising agency creatives trying to understand that world and missing it.
It’s a nice message but it’s way too sombre and has a main character (a principal ballet dancer who wants to get back in touch with nature) who is not relatable to its audience at all.
Making a 3 minute film is extravagant as well.
Do you know how often regional and suburban beer drinkers go to the cinema in a year? Do you know how unlikely they are to go in the next few weeks around Father’s Day?
Mate, when I lived in regional QLD all you could do as a family was go to the cinema. The place would be absolutely overflowing on Fathers day. Absolutely OVERFLOWING. There’d be so many fathers you could build a father boat and float over the sea of fathers spilling from the fathers day cinema doors.
You had me almost convinced until 2.25minutes when the case of great northern got removed from the ute. Terrible and unnecessary.
Also we have a severe disconnect between the emotive VO and real world docco style chats at the start and the highly scripted and delivered lines near the end, culminating in a perfectly backlit and crafted product shot of the beers clinking. Should have kept the client on a leash there guys!
+1 Fraser
Did we just use cancer to sell beer? If it wasn’t for the lovely craft in execution and the lack of branding I would be pretty offended. Its a nice piece but as per the comments here the target audience will never see it due to its reliance on the longer format. Either way I am going to ask my dad what he thinks about it…
Really good.
Half the agency, it seems, just crowded around my Mac watching this. Everyone loved it.
My dad’s no longer around, but this weekend I’m taking my son and daughter fishing.
Might have a beer afterwards too..
Beautifully crafted, a lot of people will connect with this. Well done TBWA and Thirteen & Co. Nice.
As a kid who grew up bush, and lived on the beach in a regional community – I can definitely relate. Heaps of kids like me moved away from their parents into the city in order to become things as contrived as ballet dancers (ad creatives). The only fault is that as soon as you get 30s in and the found footage ends a lil bit of the magic is lost because you’re so aware that great northern are very purposefully cashing in on your identity. Buttt we are making advertising, aren’t we.
Considering alcohol is a leading cause of cancer.
Very nice work.
I’m sorry but this is nothing more than a self indulgent, film craft award entry. No surprises, when seeing who’s behind it! More metal in the trophy cabinet, zero actual results for client. Can’t believe CUB actually bought this for today’s market.