LION unveils latest Mardi Gras and WorldPride brand work for Little Creatures via Thinkerbell
Lion-owned craft beer brand Little Creatures, in partnership with Thinkerbell, has created a series of “glowed up” out of home welcome signs for the Sydney Gay and Lesbian Mardi Gras and WorldPride 2023.
As the official beer partner for the pride festival, Little Creatures has teamed up with a number of the world’s most talented LGBTQIA+ artists to create distinctive ‘Welcome Signs’ in and around the harbour city.
Says Ed Jamison, head of marketing – craft at Lion Australia: “Sydney plays host to a myriad of welcome signs. Given that Little Creatures is all about creativity, diversity and inclusion, and WorldPride is about inviting everyone to come together to celebrate and feel a sense of belonging, we decided it was definitely time to transform your typical Welcome Sign.”
The Welcome Signs have been rolled out across more than 400 sites throughout Sydney – from the Airport, to the heart of the party in Sydney city. In addition, 3DOOH creatives featuring Little Creatures’ iconic Cherub logo also appear across the city.
Says James Cameron, head thinker, Thinkerbell said: “For such a welcoming event, we didn’t feel that the welcome signs across Sydney were really cutting it – it was time for a much-needed “glow up” and a dash of Measured Magic.”
The latest work from Little Creatures is featured in out of home, radio and social, and forms part of a wider Mardi Gras and WorldPride campaign including an array of free and ticketed events across the festival.
Little Creatures will return as the official beer sponsor for Mardi Gras in 2024.
Creative Agency: Thinkerbell
Media Agency: UM
Talent Agency: Jacky Winter
Artists: Emma Rowland, Jacq Moon, Luke Arnold, Sofie Birkin
GayTMs and GAYNZ this is not
Nice ads, but as an idea it’s pretty familiar.
That is all.
They didn’t change welcome signs at all. They just made some ads that said welcome. Big woop.
I thought we were finally starting to veer away from the endless sea of causevertising.
Were these ads devised and manadated by the Lion HR team so they could do a warm and fuzzy corporate Linkedin post?
Little Creatures used to be the leaders of craft and talk about their great beers. Now all they talk about is rainbows
I’m assuming this had to happen because Little Creatures was the major sponsor of Mardi Gras. I’d love to see them get back to doing some beer work about beer
These aren’t supportive.
These are very clearly ads with a huge product shot
They are ads