Lion encourages Australians to ‘Give a XXXX’ in latest brand campaign via Thinkerbell
Leading brewer Lion has unveiled the latest expression of its ‘Give a XXXX’ brand campaign with a new TVC, OOH, digi and social for the iconic Australian beer, XXXX, via Thinkerbell.
XXXX, one of Queensland’s most iconic beer brands, with a rich 144-year history, showcases the new ‘Give a XXXX’ campaign to celebrate the brand’s unwavering commitment to the Aussie good life.
The creative was developed by Thinkerbell, showcasing a dystopian future without beer to rally Aussies into action to ‘Give a XXXX’ about the world and environment.
The campaign launched on Sunday, which highlighted how the end of the world would lead to the end of beer, encouraging people to ‘Give a XXXX’. It compels people to ‘live life like beer depends on it’, as beer’s survival really does depend on how we treat the planet.
The new work is underpinned by a range of out-of-home and digital executions across heartland Queensland and regional New South Wales, highlighting the brand’s latest ‘Give a XXXX’ positioning.
Lion’s chief marketing officer, Anubha Sahasrabuddhe, said the new TVC encourages beer drinkers to lean into the things that matter to them the most: “The platform is a call to arms for beer drinkers to give a XXXX about the things that matter most to them. The idea is about embracing the growing importance and recognition of what the XXXX matters, which shows through conscious effort, people reap the rewards of a good life and things that matter to them the most across the country.”
Thinkerbell’s national chief creative Jim Ingram said the idea represents a modern mindset about what Queenslanders truly care about: “As an iconic Australian brand, XXXX has a role to play in encouraging Queenslanders to care about the things they give a XXXX about – and giving a XXXX can be about anything, the community, your mates or in this case the end of the world, and therefore… the end of beer.”
It is supported by a multi-channel national campaign running across TV, outdoor and digital channels.
Client: Lion
Creative Agency: Thinkerbell
Production Company: FINCH
Director: The Bobbsey Twins From Homicide
Executive Producer: Loren Bradley
Managing Director: Corey Esse
Head of Production: Claire Thompson
Producer: Alex Taussig
The Editors
Big Sync
Media Agency: UM
59 Comments
What the XXXX is XXXX doing to help combat climate change? Or is the onus just on the beer drinkers to give a XXXX?
First carbon neutral brewery in Australia. Fundraising. Awareness. Etc.
There’s something in the idea but the film is a dog’s breakfast
lane
What on earth does XXXX have to do with climate change? This is a parody of bad advertising.
We already do give a shit about where we live. The last election proved it. Corporate bandwagoning again? Now, show us how you’re combating the climate change problem.
“showcasing a dystopian future without beer to rally Aussies into action”…
…was this meant to be a description for another ad or this one? Aside from the 3-second funeral scene, the other 57 seconds seems to “showcase” a laid-back situation where beer is omnipresent.
Not sure if they meant to upload a different video to the press release, assuming the shameless green-washing one included here didn’t actually go to air, cos that would be embarrassing.
Bobbsey Twins directed this.
Didn’t flybuys do this already lol
Super fun intentions. But my goodness, those headlines are poor. Like really poor.
Doesn’t seem to make such sense really
How many times do you think Lamb ads were referenced when creating this?
If you are showing a dystopian world without beer due to climate change… Then why is the “Funeral” shown in a lush green setting?
Everything that is old is new again. I did like the old campaigns when they used this strap line
Where do all this people come from？
I suspect Tinkerbell outsourced the creative for the XXXX on the State of Origin jerseys. That was nice.
of greenwashing and comms without any impact. Thinkerbell should know better, especially given their sister agency DOA.
I commented favourably on the postcode idea…but this is in the wrong neighbourhood completely.
It looks like a hodge podge of other campaigns, from lamb to Canadian Club nd everything in between.
And what bothers me is this other latest trend of swearing in advertising. BCF’in was at least charming…but there’s just so much it’s become gratuitous and really kind of uncool. Worst offender is “where my itches at?” for Head and Shoulders dandruff shampoo.
Lion has been taken down a very bogan and unsophisticated route. And if there is a strategy here…it’s been vampired by the creative execution. It feels Ladbroken. Discuss?
XXXX is a bogan brand – so they are talking to the correct audience…. Is part of this ad’s message also trying to save this dying brand?
That’s offensive. And tone deaf.
Is that Old CD Guy from the AI article. Mind blown.
Lawdy, not only have Thinkerbell butchered the brilliant ‘Aussie’s wouldn’t give a XXXX for anything else’ platform, can someone please tell me why a Melburnian agency is doing work for the pride of Queensland? Stay in your lane Thinkerbell.
The space man @ the end signs off a shit show of an ad.
Still no acknowledgement of the original line from BBH ‘Australians wouldn’t give a XXXX for anything else’
Maybe recycling old lines from other agencies is Thinkerbell’s way to save the planet?
Incorrect. The line and campaign were created at Saatchi’s London. I worked just down the corridor at the time.
Does this mean to come across as a piss-take of sustainability advertising? Because that’s exactly what it comes across as, and not in a clever or appealing way.
already saved the world with beer, didn’t they?
Somehow is feels worse than corona milking the climate angle
aussies gummon do better
It’s kind of funny. But what would I know…
There is absolutely no basis for XXXX to be making this claim, whatsoever. Maybe do something meaningful in the sustainability space before you greenwash it.
Alcohol ads still and will always evoke the most interest.
Mmm beer
And they wonder why Great Northern is kicking their ass?
You guys are funny. You really have no clue anymore. Client and agency alike. Please get back to basics.
Hey XXXX, why don’t you switch to recycled bottles or take SOME kind of action before you start asking customers to care about the environment???
I wouldn’t wanna put my name to this XXXX either
This is honestly such a bizarre move from Lion. Why you would decide to take a brand like XXXX and do that is shocking to me. Thinkerbell’s strategy is often shock and awe. And they can say that it works all they like. But does it?
Lion: “How do we alienate our loyal customers while helping Great Northern continue kicking our arse?”
Agency: “Hold my beer!”
Give a xxxx is good, the ad is whack. That’s all.
We were saying ‘a force for good to be a force for growth’. But we found we spent so much time on the good, you know, we need to make sure we pay enough attention to the growth.
Sustainability or giving a XXXX you be good now. Good as gold.
Thinkerbell/Lion – where can I find more information about what the brand is doing to combat the climate crisis?
https://www.xxxx.com.au/sustainability
Are we peak greenwashing yet?
This ad is so whitewashed
They’re not doing anything IRL. This campaign is Lion’s desperate strategy to find relevance with the Great Northern target market who have deserted XXXX in droves.
“can someone please tell me why a Melburnian agency is doing work for the pride of Queensland? ”
Hate to be the one to tell you that Great Northern was made up by a bunch of Melbourne ad dudes in a boardroom. Sorry.
They’re doing more than most beer/alch brands and I applaud their efforts xxxx.com.au/sustainability
Do you reckon this will win bestads?
if it isn’t bland, white male, 30-45 telling me how the planet is rooted. cheers mate
It probably will and bobbsey twins will win best direction and ‘craft’ for it. Then they will be hired lots more to make similar ads. They will buy beach houses in Australia whilst laughing and the ads will get progressively worse here.
My beach house is in New Zealand.
There was something in this but feels like it doesn’t relate back to a brand/product truth whatsover. The creatives had the idea of using XXXX in replace of a swearword and someone bought it, then they moulded a spot and some ads around it. Spot did make me giggle and actor was spot on but it fell completely flat. The outdoor statements are weak as FXCK also.
Was this ad filmed on Bribie Island?
This comes across as so hollow. Agencies – have some backbone and say no to these greenwashing briefs from marketers desperate to keep their jobs.
What a waste of the time and talent of people who, I assume, have real creative ability to work on genuine pro-climate change projects.
Film is great, and a nice campaign line. Hats off. Who got paid to write those print ads though?
Can I have my Ad back, please?
What the XXXX were they thinking???
I am going to drink Great Northern from now on!!
Fgrech
Xhhchu
This advert is misleading. A little bit of ice in an esky melts and the water rises up over the beer. Like most climate change information it is total bull. There is a thing called displacement for those that don’t know. Get a glass of water and put ice in it and see what happens when ice melts. The arctic has no land mass. All the ice floats. If it thaws the sea level will hardly rise at all. I’m off now to have a bundy and coke with ice. Cheers