A dystopian future without beer.
Lion has released the latest expression of its Give a XXXX brand campaign with a new TVC, OOH, digital and social for the Australian beer, XXXX, via Thinkerbell.
The creative shows a dystopian future without beer to rally Australians into action to Give a XXXX about the world and environment.
The campaign launched on Sunday and highlighted how the end of the world would lead to the end of beer, encouraging people to ‘Give a XXXX’. It compels people to ‘live life like beer depends on it’, as beer’s survival really does depend on how we treat the planet.
The new work is underpinned by a range of out-of-home and digital executions across heartland Queensland and regional New South Wales, highlighting the brand’s latest Give a XXXX positioning.
Lion’s chief marketing officer, Anubha Sahasrabuddhe, said: “The platform is a call to arms for beer drinkers to give a XXXX about the things that matter most to them.
"The idea is about embracing the growing importance and recognition of what the XXXX matters, which shows through conscious effort, people reap the rewards of a good life and things that matter to them the most across the country.”
Thinkerbell’s national chief creative Jim Ingram said: “As an iconic Australian brand, XXXX has a role to play in encouraging Queenslanders to care about the things they give a XXXX about - and giving a XXXX can be about anything, the community, your mates or in this case the end of the world, and therefore... the end of beer.”
The camapign is supported by a multi-channel national campaign running across TV, outdoor and digital channels.
Creative Agency: Thinkerbell Media Agency: UM Production: