Tooheys and Pass~Port team up ‘For the Workers’ in new campaign via Monster Children Creative
Tooheys has joined forces with Australian skate brand Pass~Port to create a staff only jacket for the brewery workers of the western Sydney institution in a collaboration conceived by Monster Children Creative.
The campaign was designed to celebrate the brand’s brewers past and present, famed for filling schooners consumed across Australia since 1869.
Limited to 350, the reversible jacket features a side that follows worksite high-vis safety requirements, and on the other, a stylish but rugged canvas ideal for the pub post-shift.
As part of the two brands coming together, Tooheys let Pass~Port loose in the historic Tooheys Lidcombe Brewery to film their team, along with some of the brewers, together on site.
The campaign rolls out this week.
Lion
Head of Beer – Core – Chris Allan
Strategic Partnerships – Andie Tickner
Head of Design – Mick Boston
Brand Communications Leader – Sophie Breheny
Marketing Manager – Aymin Diab
Marketing Manager (on maternity leave) – Katharina Basley
Brand Manager – Roisin Oates
Connections Planner – Jess Dawes
Digital Strategist – David Scheepers
Media manager – Carol Kearney
Pass~Port
Pass~Port Founder & Creative Director – Trent Evans
Writers – John Cruckshank, Matt Cresswell, Luke Smith
Project Team – John Green, Sammy Thornton, Harry Green, Sunny Liden
Skaters – John Cruckshank, Adelaide Norris, Callum Paul, Mikey Mieruszynski
Creative & Collaboration Management – Monster Children Creative
Project Director – Kieran Burke
Creative Director – Matt Pike
Production – Monster Children Films
Producer – Brescia Jordan
Director – Luke Smith
DOP – Matt Cresswell
Editor – Myles McAlister
Stills Photography – Sam Coady
Grade – Greta Van Oyen
Audio – Electric Sheep
Earned – Thinkerbell
Francesca Di Stefano – Lead Earned Thinker
UM – media Agency
Ellie Graham – Senior Client Director
Ryan McIntosh – Performance Manager
21 Comments
I’m very much here for this drop!
2 shockers from Lion in one week.
This is embarassing.
This isn’t a shocker. This is actually very cool and very smart.
Yes, to a mainstream brand like Tooheys, Australian skateboarding is a niche community.
But, within that community, PASS~PORT is an extremely cool brand/company with a very uniquely Australian tone of voice.
If even a little bit of PASS~PORT’s cool factor rubs off on Tooheys – then it’s a massive win for an otherwise pretty middle-of-the-road Australian beer brand.
Before ya’ll hate on this – the people in this ad are influential as f*ck so this will def make the product sell
Yeah I think old mate Wow is missing the point on this one
Gave me a giggle! thnx
Awesome, that’s the Redfern Electrical blokes, won’t be long before these guys explode.
John Cruckshank is a comedic genius and I want to purchase anything he is associated with.
Yep that’s exactly what those workers want. Some smug skate crew and the MC creative agency to make them a work jacket. These folks just wanna go home to their families , not stand around in a budget photo shoot so a creative agency / office can try and mask up a jacket as a campaign concept.
What do you think will happen?
You’ll show a cool skateboarder and suddenly your brand is cool?
Good lord
But this is awesome! Those old men in ad land above are just too uncool to get it.
How do we make ourselves relevant to todays market? How to we make cool kids buy our beer? Let’s see if it’s as easy as inserting a skateboard to sell beer…
I get how ‘cool’ the other side of the ‘collab’ on this ‘drop’ are. Doesn’t excuse this shocker!
Hats off.
A key step.
Ignore the morons on here.
Keep moving.
as others have pointed out pass~port are very influential, considered one of the coolest brands globally in skating.
this will move beer which is the point of ads
It seems Aussie Adland is full of old whinging wowsers who have no idea of culture, what’s cool, and what will resonate with certain audiences. I’m 49, grew up skating, know the PASS-PORT brand, they have a cool store in Darlinghurst, and I love Monster Children magazine and everything they have done (if you’re not ready for the geriatric home check out their new podcast on Spotify). Some people in Aussie advertising seem so locked into the past and what they know, so resistant to anything different or anything truly new. If it jumps outside their little comfort zone, they put down their coffee, raise their fist in the air shouting at the sky and bemoaning the good old days of the Campaign Palace and then they start punching the keyboard and writing a comment here with all the ferocity of a pensioner whose angry that his wheely bin was damaged by a council truck. The Wowsers need to step aside and let a new generation come in – is it any wonder agencies don’t want to hire people over a certain age? All you need to do is look at the comments here and you have the answer. So glad I don’t think like these old wowsers.
Maybe stop with the distraction of the ageism thing and focus on the quality or otherwise of the work instead. And contrary to what you’ve written, this work contains nothing different or new. It’s weak, it’s boring and it’s cringeworthy. Borrowed interest from PASS-PORT + Redfern Electrical does not make up for the absence of a compelling creative concept. “Buy our beer because we did a collab with a bunch of people you like. Please?” If only it was that simple.
I don’t normally comment. And I don’t like to criticise, but after reading the comments, I watched the ad expecting to see something to justify the praise in the above comments. “Those old men in ad land above are just too uncool to get it.” “A key step”.
Really?
Nah, this was pretty ordinary. The jacket and Pass-Port brand may be cool, but the execution was, sadly, very, very lacking. Especially in craft and ideas. And @Bunch of Wowsers… at 49 you may well find yourself on the wrong side of ageism pretty soon.
Agreed, the craft is very poor.
Film absolutely blows.
Almost makes me feel like a Tooheys.