Great Northern Brewing Co celebrates dads via TBWA\Sydney

1 September 2021

Creative Agency: TBWA Sydney

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Plan an outdoor adventure with dad on The Greatest Gift

TBWA\Sydney has launched a moving Father’s Day campaign for Australian brewery, Great Northern Brewing Co.

The campaign encourages Australians to reflect on their favourite memories of spending time in the great outdoors with their fathers and to create a video inviting dad to join them in nature, when they can be together again.

TBWA\Sydney chief creative officer Evan Roberts says the campaign aims to break the isolation around lockdowns.

“It’s very easy for people to feel disconnected and isolated right now. We just want people to reach out to those that matter to them this Father’s Day. Tell them you’re thinking about them, that you love them. Sure, we might not be able to see each other, but we can make plans and we all need something to look forward to.”

The campaign launches with a two-and-a-half minute film featuring father and daughter pair, Robert Mason and Carmen Retzlaff, whose relationship was built around a shared love of adventure. The hero film will drive Australians to The Greatest Gift microsite, powered by Gift Flick®, enabling them to make a video invitation for their dads.

The film was directed by Eddy Bell from creative collective AIRBAG. The campaign will rollout on national TV, online and social. Further 30, 15 and six-second spots will support the hero film. 

Shifting the focus from retail, the campaign continues Great Northern Brewing Co’s efforts to use Father’s Day as an event to encourage connection between dads and their adult children. In 2019, Great Northern Brewing Co’s Great ReCamp campaign urged Australians to take camping trips for Father’s Day.

Client: Great Northern Brewing Co
Creative: TBWA\Sydney
Production Company: AIRBAG
Director: Eddy Bell
DOP: Alex Serafini
Executive Producer: Megan Ayers
Post Production & Sound Design: BOLT / Ben Zemanek
PR: Sequel PR
Social & Website: CUBHOUSE, GiftFlick

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