XXXX celebrates Queensland Day with new campaign via Thinkerbell featuring archival imagery capturing 146 years in culture

June 6 2025, 9:14 am | BY Ricki Green | 1 Comment
XXXX celebrates Queensland Day with new campaign via Thinkerbell featuring archival imagery capturing 146 years in culture

As Queensland Day celebrations take place across the state, XXXX, in partnership with Thinkerbell, has launched a campaign to remind those up north that they’ve been Queensland’s Beer for over 146 years. Featuring archival imagery and a few famous faces, the placements are live across Brisbane for one day only, celebrating XXXX’s place in culture and the moments that have shaped Queensland.

 

Brewed in Queensland since 1878, XXXX has spent more than a century establishing themselves as the Pride of Queensland. From supporting Queenslanders during tough times to backing the Maroons in every Origin, XXXX is as proud a Queenslander as they come.

With Queensland Day on the horizon, a dedicated archival researcher was enlisted to uncover the best images from both public and private collections, with each one adapted for a bespoke site in Brisbane.

Says Sam Pulsford, XXXX Senior Marketing Manager: “XXXX has always been a great mate to the sunshine state. We’ve been proudly at the heart of important social and cultural moments in Queensland for well over a century, and Queensland Day is the perfect time to honour that.”

Says Jonny Rands, Executive Creative Tinker, Thinkerbell: “We’re always on the lookout for authentic ways to bring brands and culture together, and with XXXX, there’s plenty. It’s a beer that’s been part of Queensland for ages. As we dug through the archives, we uncovered so many great moments that felt worth sharing with the state on a day that’s all about celebrating Queensland.”

The archival images will run on select sites across Brisbane today only in celebration of Queensland Day.

XXXX celebrates Queensland Day with new campaign via Thinkerbell featuring archival imagery capturing 146 years in culture XXXX celebrates Queensland Day with new campaign via Thinkerbell featuring archival imagery capturing 146 years in culture XXXX celebrates Queensland Day with new campaign via Thinkerbell featuring archival imagery capturing 146 years in culture XXXX celebrates Queensland Day with new campaign via Thinkerbell featuring archival imagery capturing 146 years in culture XXXX celebrates Queensland Day with new campaign via Thinkerbell featuring archival imagery capturing 146 years in culture XXXX celebrates Queensland Day with new campaign via Thinkerbell featuring archival imagery capturing 146 years in culture

Creative agency: Thinkerbell
Client: XXXX
Media: UM
Social: We Are Social

Production:
Birdsville Races, 2008: Image credit Bill Watson
John Howard & Kevin Waters, Milton, 1998: Image credit Newspix
Cartons in flood, Milton, 1974: Image credit Newspix
GIs on back of the Castlemaine Truck, Brisbane, 1942: Source: State Library of Queensland
Bar, Brisbane, 1932: Image credit unknown

 

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