XXXX bogs prizes Aussies can ‘Winch to Win’ in new summer campaign via Thinkerbell


This summer XXXX is burying prizes like a jet ski, camping trailer, even a safe full of $10K cash, as part of its new XXXX Winch to Win campaign brought to life by Lion and the XXXX Agency Village including Thinkerbell, UM, Affinity and Bastion.


To win these prizes Aussies will have to winch them out of the ground using their 4WD.

XXXX beer has always been synonymous with the good life, which for many includes a passion for 4WDing. As the popularity of 4WD vehicles and activity continues to explode, XXXX has launched competition unlike any other this summer.

Says Tom Wenborn, chief creative officer at Thinkerbell: “As the beer brand that believes the good life takes effort, we couldn’t just let people enter a barcode or scratch to win a competition, we needed to make sure punters got out there and put some effort in to win.”

Within the XXXX Winch to Win competition, Aussies have an exciting opportunity to win a plethora of prizes from the safe full of 10K cash and jet skis and other winchable things. There will also be 500 x $50 fuel vouchers available to win too. The competition will culminate with 3 finalists competing in a 4WD challenge on Tuesday 19 February, where they will have the opportunity to winch out the top prizes on offer.

To enter the challenge, Aussies can upload their video or photo of their rig (4WD) to the XXXX website.

The campaign is live across Australia on BVOD, Youtube, radio, outdoor and social.

Terms and conditions apply HERE. Visit to find out more.

Client: Lion Australia (XXXX)
Creative & Earned: Thinkerbell
Media: UM
Digital: Affinity
Event Production: Bastion Agency
Production Company: The Producers

For those who wish to enter:

  • • Jump into your rig (4wd), and send XXXX a photo or video of you enjoying the good life
  • • Visit
  • • The competition runs until 29 February 2024

Join the conversation at