MOJO LAUNCHES BOAG’S DRAUGHT CAMPAIGN

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BOAGS-Key Image-WEB.jpgLion Nathan reveals the first TVC developed for the James Boag’s trademark, a new campaign promoting Boag’s Draught. The TVC, developed in partnership with Publicis Mojo, launched in Victoria this week, and will air nationally from this Sunday 22 February.

The TVCs tell the imaginative story of how the pure waters of Tasmania are special, and have the power to make things better. Throughout the 60, 30 and 15 second executions we’re guided through the story of this magical land by an old narrator. The local community gathers to dunk a wide range of objects into the water and receive improved and somewhat surprising versions in return.

Micah Walker, Creative Director, Publicis Mojo Sydney said, “ “We just wanted to take the truth about what makes Boag’s Draught such a great beer and make it into a unique story. Kind of an obvious thing to say, but that’s what I really like about this campaign…it’s simple, and yet feels like it comes with a character and history of its own.”

“We have big plans for Boag’s Draught and we are looking forward to this campaign inviting more and more Australians to discover one of Tasmania’s best kept secrets,” said Arno Lenior, Premium Category Director, Lion Nathan.

A consumer website, www.boagsdraught.com.au, is currently being developed by Holler Sydney.

Agency: Publicis Mojo Sydney

Creative Director: Micah Walker

Senior Art Director: Steve Wakelam

 Senior Copywriter: Grant McAloon

Agency Producer: Jasmin Ferguson

Account Service Team: Simon Ludowyke, Tara Seymour

Head of Strategy: Nicole Milward

Production House: Revolver Films

Director: Steve Rogers

Producer: Michael Ritchie

DOP: Geoffrey Simpson

Production Designer: Steven Jones- Evans

Editor: Alexandre De Franceschi for Guillotine

Visual Effects: Fin Design & Effects

VFX Supervisor: Justin Bromley for Fin Design & Effects

Grade: Ben Eagleton for Bean Colour

Sound Design: Simon Lister for Nylon Studios

Composer: Elliott Wheeler