The border line between South Australia and Victoria is wrong and Lion's South Australian beer West End Draught is making it right in it latest ad.
West End Draught is physically repainting the white line between the states in the ad, which launches on TV, outdoor and digital this week. Border marker Bob is repainting the line along the dusty roads and Lion will also host a number of PR events and “re-marking” ceremonies at border locations in South Australia.
The 500-square miles of land now dubbed The Disputed Country were given to Victoria by South Australia 160 years ago when the border was originally marked. West End Draught started its campaign to encourage South Australian's to reclaim the land last year. Since launching the campaign, 88% of South Australians that have voted on the site are rallying behind the effort to take back the land and invite Victorian’s to instead enjoy the South Australian lifestyle they should be.
Jack Mesley, marketing manager for West End Draught, said: “We were taken aback by the enthusiasm behind our launch earlier this year of ‘The Reclaim’ campaign, so we decided to focus our attention on building the campaign story further and helping South Australians claim back what they believe is rightfully South Australia. As South Australia’s number one beer, we’re looking forward to launching this fun, tongue-in-cheek campaign, to re-mark the border and celebrate what’s great about the South Australian lifestyle.”
The campaign was created by BMF. ZenithOptimedia handled media and The White Agency handled digital work. PR is being handled by Res Publica.
The Lion media account is currently up for pitch with six agencies including Bohemia, MEC, Mindshare and Initiative thought to be in the running.
ZenithOptimedia, which currently handles media, is out of the pitch process.
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