Great Northern highlights feel-good benefits of the great outdoors in new work via Clemenger
Australia’s number one beer, Great Northern Brewing Co., has launched a new campaign via Clemenger BBDO Melbourne, highlighting the feel-good benefits of the great outdoors.
The creative juxtaposes the high-end, luxury activities people do to relax and unwind against similar activities that can be found in the great outdoors.
Built on Great Northern’s existing brand platform, The Beer For Up Here, the new work features three launch films to bring it to life, playing off luxury hotels, fine dining, and inner-city bars.
Says Jim Curtis, national chief creative officer at Clemenger BBDO: “When it comes to making yourself feel good, things seem to be getting more and more complicated. There are opulent retreats, fancy restaurants that are hard to pronounce, complicated workouts – the list goes on. But the truth is, much of what we need is already in the great Australian outdoors. We also aimed to use the feel of the brand to give people a nice break from all the shouting in any given ad break.
The campaign also features a series of OOH and digital displays bought against publications such as Urban List, Traveller and Good Food so that the creative is contextual to the articles it runs next to.
Says Hugh Jellie, marketing manager, Great Northern Brewing Co.: “Regional Australia cannot be matched. We’re so lucky to have these amazing places in our own backyard. For us, our challenge is to inspire as many people as possible to get out into the great Australian outdoors to feel refreshed and energised. And let’s face it, a trip into the outdoors is even better with some great friends and some great beer for the end of the day.”
Client: Carlton & United Breweries
Head of Great Northern Brewing Co: Lauren Fildes
Marketing Manager, Great Northern Brewing Co: Hugh Jellie
Brand Manager, Great Northern Brewing Co: Verity Jackson
Assistant Brand Manager, Great Northern Brewing Co: Benjamin Haysman
Creative: Clemenger BBDO Melbourne
Production Company REVOLVER
Director Stephan Carroll
Producer Pip Smart / Caroline Kruck
Post House: ARC Edit
DOP: Jeremy Rouse
Sound House: Squeak E Clean
Photography Company: POOL Collective
Photographer: Krystle Wright
Executive Producer: Cameron Gray
34 Comments
Great spots. Definitely don’t make me think of Tassie!
This really was a bad week for XXXX.
to go to Tassie camping !!
Granite Gorge! Amazing spot in QLD.
check out the government huts at Mt Field National Park.
It’s like Clems actually listen to their customer and understand them.
Meanwhile Thinkerbell only care about their own brand.
What’s this nonsense? ONLY traditional advertising that makes the beer look drinkable and makes me want to go outdoors?
Why is the higher-order brand purpose not showing?
How am I supposed to join the conversation and contribute to some kind of corporate social responsibility?
I can’t even find the campaign microsite?
Well done team. Great to see this work up!
kapow
Just that girl in the opening of the commercial just wake up, exit the tent and crack a morning beer? That’s my kind of camping trip.
Or ‘The beer from up here’?
I could’ve sworn I’ve seen both?
https://campaignbrief.co.nz/2022/03/04/export-presents-the-greatest-beer-garden-in-the-world-in-new-campaign-via-saatchi-saatchi-nz/
f
But they won the pitch with this work. If the client doesn’t seem to care what their consumer thinks, who can blame the agency for getting their cheque?
Now that’s living the low life.
Nope
The Great Northern juggernaut rolls on.
Clear and simple. Not trying to overreach. Solid work.
When you wake up and smash a beer
Over coffee?
boring, and the hipster singing is not even the worst part.
LOL best comment ever.
Now I can’t unsee that.
How much did they cost?
… but it’ll sell beer.
Well done CUB and Clems.
This brand is a beast.
Hated the XXXX work and for another reason hate this work too. When did beer advertising get so dull and worthy. Just make entertaining beer ads that make feel thirsty and happy. Furphy did it with the football ad. Asahi did it with that weird music video. Canadian Club probably gets it the best and they’re not even a beer
I would have to agree with these comments
Tassie Tourism campaign wants a credit.
Pretty thirsty for a decent beer ad.
I’m a little shocked the production company didn’t say no. Riggert’s work for tourism Tas was beautiful. This at best was going to be a poor branded knock off.
If this work had been created at a different agency and a creative had this in their book and applying for a job at Clems Melbourne, it would be a firm no from the very CDs there.
and the posters,,,,some of the worst photo comps I’ve seen in a long time
Is this a generational thing where there’s a wrong impression of good creative?
That tent is on a wicked slope. Uncomfy as hell at 3am.
The line on the film spots is ‘The beer FOR up here’ but on the print/KVs it’s ‘The beer FROM up here’…
This commercial looks like it targeting indigenous people .