Victoria Bitter celebrates Australia’s changing workforce in new campaign via Clems, Melbourne
Clemenger BBDO Melbourne and Carlton & United Breweries has launched Victoria Bitter’s New Knock Off Times campaign, expanding its brand positioning to celebrate Australia’s changing workforce.
Marking its 50th anniversary of TV advertising, New Knock Off Times celebrates the change in Australia’s workforce that’s taken place over the half century. These days, there’s no one time that people knock off. 4.00pm might still be the end of the day for some, but for others, it might very well be the beginning of their day.
The campaign features real hard working Australians, not actors, in their occupations including the traditional tradespeople, miners, firefighters, right through to a local band’s gig taking their workday through to the early hours of the morning – showcasing that no matter what time you knock off, a hard earned thirst needs a big cold beer and the best cold beer is Victoria Bitter
Says Tim Ovadia, head of classic brands at Carlton & United Breweries: “What we love about these ads are they have all the best bits of iconic VB advertising but with a modern insight that acknowledges the changing nature of the knock off occasion. Most importantly they make you want to grab an ice cold VB and remind us how much we love beer.”
Says Russell Fox and Jonty Bell, senior creatives, Clemenger BBDO Melbourne: “This iconic Australian brand doesn’t need reinventing. Instead, we’re incrementally giving it a modern feel while staying true to its historic tone.”
The campaign features TV, out of home and radio over a six week period.
Client: Carlton United Breweries, Victoria Bitter
Head of Classic Brands: Tim Ovadia
VB Marketing and Sponsorship Manager: Hugh Jellie
Assistant Brand Manager – VB: Tessa Whittaker
Agency: Clemenger BBDO Melbourne
Creative Chairman: James McGrath
Executive Creative Director: Evan Roberts
Senior Art Director: Adam Barnes
Senior Art Director: Russel Fox
Senior Copywriter: Jonty Bell
Senior Producer: Karolina Bozajkovska
General Manager, CUB: Jonny Berger
Project Director: Katya Urlwin
Production Company: FINCH
Director: Chris Nelius
COP/Cinematoprapher: Tim Tregonning
Editor: Michael Houlihan
Producer: Kate Merrin
Post Production Company: The Editors
Nice work Nelius.