'Giving a XXXX about tomorrow' via UM

20 May 2022

Creative Agency: Thinkerbell
Media Agency: UM (VIC)

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Australia’s first carbon neutral alcohol-free beer.

Lion, in partnership with UM. has unveiled XXXX Zero, Australia’s first carbon neutral alcohol-free beer.

XXXX Zero is launching in Queensland, building awareness of the brand’s sustainability proposition.

UM planned an OOH execution to help reduce carbon emissions and create a placement that aligned with the brand’s mission of "Giving a XXXX about tomorrow".

Aidan O’Brien, UM senior planning manager said: "Working with partners who are committed to sustainable businesses practices fits well with the UM’s vision to help build a better Australia and planning the media for Lion’s 'Give a XXXX about tomorrow' was a challenge the team revelled in."

Amy Cummings, UM senior integrated planning director: “We challenged ourselves to deliver a solution that would work to actually reduce carbon emissions. Big, bold, high visibility OOH was central to the campaign’s success, so we commissioned a mural for XXXX Zero in a high vis, central Brisbane locals painted with paint that actually helps clean the air."

The mural is supported by street furniture, retail OOH and radio plus a 30 sec time-lapse video of the murals being painted will be amplified through social and PR channels.

XXXX brand director, Chris Allan: “We love this creative approach to media planning and buying and can’t wait to see the successful brand impact it has.”


Media: UM

Creative and PR: Thinkerbell

Digital: Akcelo

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