Lion Introduces Byron Bay Brewery To Australia in new campaign via 72andSunny Sydney
Today, Lion and 72andSunny Sydney have launched a brand campaign for Byron Bay Brewery – the first-ever marketing push for the brand born in Byron. Introducing the brand to Australia, the campaign captures the unique energy of Byron through the ease and flow about the way the locals surf, skate and party.
72andSunny created the communications which will run nationally over summer from November, across OOH, online video and social. The campaign features various Byron Bay locals, including the backing track, ‘Funky I Like It’, from local band The Babe Rainbow.
The comms campaign follows a new product launch, Byron Bay Brewery Premium Lager, which was first launched on tap at the Brewery in June, and then nationwide in September. The Premium Lager and brand redesign was done in collaboration with Byron-based clothing label Thrills; along with a range of local community and sustainability programmes, such as a gold sponsorship of River Warriors, an initiative founded by Byron environmental charity Positive Change for Marine Life.
“Byron Bay locals go about their day in such a relaxed way, and we are thrilled to partner with 72andSunny on a campaign that brings this to life. We hope that this campaign motivates people to head to Byron and visit the Brewery, and if they can’t then at least crack open a cold Byron and chill wherever they are this summer” said Amy Darvill, Brand Director Mainstream, Lion.
“Getting to launch the brand nationally, and then land an aesthetic and vibe to capture the spirit of Byron, was a dream brief for our gang. We are stoked at how the different collaborators from Lion, to UM, to the whale, and to Sam, helped bring this to the world.” said Chris Kay, Partner and CEO, 72andSunny Sydney.
This campaign follows recent work for Kosciuszko from Lion by 72andSunny, alongside new campaigns for Google Nest and Paspaley that launched in the last couple of weeks, and new partnership announcements including ABC and FitSense.
Client: Lion
Creative agency: 72andSunny Sydney
Music: The Babe Rainbow
Director: Sam Kristofski
Media: UM Sydney
Post Production: White Chocolate
29 Comments
Looks pretty nice for a beer ad
Super cool to see talent like Kristofski and Babe Rainbow getting involved. Advertising needs more artists.
Cool Kosciouszko campaign, and then Byron. Seems Lion and 72 are on a bit of a roll.
Can we use this?
You’d be mental! Don’t waste tax dollars on that!
is back
Fresh and so clean! Good job 72.
Looks like a poor mans Corona ad, which is probably perfectly on brand for Byron bay. The cool thing about Byron Bay Brewery is that it would never advertise. Would’ve made more impact if they planted palm trees or brewed a beer full of weed
boomer comment
… be coming up with better ideas
Looks dated.
Sam K is the man
“Looks pretty nice for a beer ad?”
Beer ads used to be the pinnacle of Australian advertising.
Big Ad, Beer Chase, Super goes in…
For a beer ad, this is wallpaper. It’s not bad compared to a window cleaner ad, but for a beer ad, no.
Idea from Corona. Line from Coca Cola. How are these guys still a thing?
Half baked. Cool beer though.
You clearly have no clue at 72 if you think this compares to Boag’s Pure Waters or Hahn’s Super In, Super Out, two name but two.
These are like the middle of another ad. One that maybe had half an idea and a DP.
9 product shots, is all you really need
Find Your Byron
sums up the sad state of affairs at 72 when they are PRing little throwaway bumpers like these. sheesh
Dear Lion, you don’t need an agency to produce wallpaper like this. Just someone who can point an iPhone camera.
This is terrible.
How is this beer Born in Byron if it’s owned by Lion?
If you had an original idea
Love it, where is the general store featured at the start of the add? It looks a lot like Wagstaffe
I love this ad and the clever way it’s filmed. It’s reminiscent of simpler times around the 70’s. Takes me right back. I’m compelled to watch it every time it’s on TV. The song is gorgeous.
👏🏻👏🏻👏🏻👏🏻 to the makers of a brilliant ad.
I assume I’m the target audience for this ad ( a young 18 year old, city based) and fuck yep they got me. 72 understand that this is a national campaign, targeting an inner city audience which they had never reached. This ad isn’t meant to sell the beer with the ad being relatable , its selling this lifestyle of Babe Rainbow/indie kid/ surf life/ basically cooler and better than you/ everything you wish you were. It nails it, sells this idea to me completely and unlike those old coke ads and corona beers which , sure showed the beach and bare feet they still focused on encompassing a relatable ad, classic summer day- refresh yourself style- put your feet up. where Byron Bay sells by not being relatable, rather everything you wish you’d be.
I just came here to say: I specifically looked up this ad because it is single-handedly THE most annoying tv ad I have encountered in a very long time, and certainly the most annoying on tv right now. Someone needs to know my sheer frustration. The song is waaaayyyyy too cliché, as is the scenery and vibe. Vomit. I love surfing and I love Byron, but this ad makes me never want to go back there because nobody likes wannabe hipsters and there’s so much more to Byron than that. Do better.
For goodness’ sake!!! This simple and stupid ad is on such high rotation on sbs on demand’s ‘Spiral’ we are all thinking of sueing Lion Nathan for torture and insult!