Little Creatures welcomes a new generation of fans in Mardi Gras campaign via 72andSunny
LION has relaunched Little Creatures with a mission to become the most inclusive beer in Australia. Created in partnership with 72andSunny Sydney, the new brand strategy and brand platform aims to modernise Australia’s oldest craft beer brand to welcome a new generation of fans.
The brand platform ‘ALL CREATURES WELCOME’ reminds Australians that life gets tastier when we come together. The platform kicks off with a three year partnership with The Sydney Gay and Lesbian Mardi Gras.
The brand platform is best lived through events and experiences, with an ongoing schedule to be announced beyond Mardi Gras. As well as the brand strategy and brand platform, 72andSunny created the experience strategy for this activity, identifying the Sydney Gay and Lesbian Mardi Gras as a partner, then worked closely with Lion and its partners to deliver against the strategy at all touchpoints.
The beloved, tastefully underdressed Little Creatures Cherub sits at the heart of all the brand activity as the catalyst of fun – a cheeky host welcoming all little creatures to join in something unexpectedly awesome, together.
In its first installment at the 2022 Sydney Gay and Lesbian Mardi Gras, the brand is brought to life at pop up bars and stages at Fair Day, through a curated parade spectacle at the SCG over the weekend, and even locking in for a secret Little Creatures KiKi.
Up and comers from the creative community were enlisted to curate the experience. With stunning visuals by internationally renowned creator Ruslan Khasanov; a 2022 remix of Scissor Sisters queer classic anthem ‘Let’s have a Kiki’ by rising Australian producer Young Franco; and Mardi Gras paraders dressed in wearable, non-binary art by the Australian Fashion Week success story, Jordan Gogos.
In totality, the vibrant brand message is ALL CREATURES WELCOME to come together at the Mardi Gras events, supported with television spots, social content, and OOH nationally.
Says Anubha Sahasrabuddhe, CMO, Lion: “We’re on a mission to become the most loved and inclusive beer for adults in Australia, continuously positively reinforcing values that we believe are truly reflective of Australia and the broader community. We loved collaborating with the 72andSunny team on this. They really understood our brand and the need to be inclusive at every stage to deliver something new and unexpected with Sydney Gay and Lesbian Mardi Gras and beyond.”
Says Genevieve Hoey, creative lead, 72andSunny Sydney: “Sydney Gay and Lesbian Mardi Gras is hugely important to everyone, including our LGBTQIA+ community. It’s about all flavours of people coming together to celebrate love in all its forms. That Little Creatures is sponsoring the festival for the next 3 years, speaks volumes about the brand. It’s been a delight for the 72 team to produce work for clients with creative chutzpah and positive intentions, and it really shows in the maximum fabulosity of the work. And yeah, that is a word.”
Client: Lion
Creative: 72andSunny Sydney
Digital: Akcelo
Media: UM
PR: Thinkerbell
15 Comments
A big gay visual treat for the eyes and ears. And their intentions seem genuine enough. That a cheers from the Happy Camper.
But as someone who is part of the already marginalised LGBTQIA+ community…I don’t really want to be called a “creature.”
Try and say that to a trans person.
More brands need to be doing this type of thing. Blinded by fabulosity in a good way. See you next year Little Creatures!
Points for the tasty track
*Applause*
Looks like a fun client!
Great brand. Great beer.
Been quiet for far too long.
Good to see it back out in the world.
A beautiful splash of colour to help off-set the misery going on in the world.
@I kinda see it – think you’re being just a wee bit literal. This is fun, inclusive, supportive and lighthearted. Love it.
I have always loved me a bit of Little Creatures. They genuinely get behind climate, arts and LGBT+ initiatives. I’m here. I’m queer and Im into this all creatures welcome!
I kind of see i….. it’s their brand name. And everyone is welcome, as in ALL OF US, ALL CREATURES. No-one is calling out trans kids as creatures. siiiiiiiiigh. Go troll somewhere else.
The art direction is beautiful. Those street posters particularly. Impossible to miss.
I give this strategy 5 mins. Not one mention about the beer and these guys were amongst the founders of craft beer. This is Lion’s army of P&C people peddling D&I – they’ve gone bonkers!! All while Lion has lost 20 share points in 4 years…
Lion introduces the first gay beer
Leading the way for the rest of the beer industry, not just in Australia but the rest of the world.
Back to your Excel spreadsheets and lacklustre KPI’s thanks.