The Sydney brewer has invested $20 million in a campaign that launches Aussies out of their comfort zones.
Hahn SuperDry is encouraging beer drinkers to launch out of their comfort zone in a new $20 million 'Never Settle' marketing campaign created with Ogilvy Sydney.
Never Settle features TV, outdoor, digital and experiential elements and is part of Hahn's ambition to become the number one beer in Australia.
At the heart of the campaign is a one-minute film that tells the stories of unlikely heroes who are literally catapulted from their couches into a better version of their life. A sports fan lands into the crowd of a stadium to watch live sport, while a group of mates at a karaoke bar are launched into a lively outdoor party to perform on stage.
The film dares Australian couch potatoes to leave their comfort zones and chase their dreams, which Ogilvy says harks back to Chuck Hahn's own story when he left the comfort zone of major brewers to launch his own beer in Sydney in 1988.
Jack Mesley, Lion brands director, says the campaign's objective is to build more consumer engagement through the establishment of true brand meaning for Hahn.
"With this campaign Hahn aims to create powerful connections and compelling executions to drive engagement and lift awareness, which talks to this ‘Never Settle’ attitude in an inspiring and uplifting way," he says.
Hahn will back up the key message by creating 'money can’t buy experiences' for consumers to follow their passions.
Ogilvy’s executive creative director Derek Green adds: "It was important that we didn’t take ourselves too seriously as we’re a beer brand encouraging people to never settle and start collecting experiences, and why not celebrate those new experiences by never settling for an ordinary beer."
Ben Slocombe – Marketing Director – Lion
Jack Mesley – Brand Director – Lion
Richard Spicer – Marketing Manager – Lion
Erin Purcell – Brand Manager – Lion
Nicola Schwendler – Brand Manager – Lion
Katharina Trauer – Brand Manager - Lion
Derek Green – Executive Creative Director – Ogilvy Australia
Scott Lambert – Creative Director – Ogilvy Australia
Jenny Mak – Associate Creative Director – Ogilvy Australia
Josh Parmenter – Creative Team – Ogilvy Australia
Seamus Fagan – Creative Team – Ogilvy Australia
Andrew Hankin – Creative Team – Ogilvy Australia
Andy Cooke – Creative Team – Ogilvy Australia
Nathan Quailey – General Manager – Ogilvy Australia
John Marshall – Group Account Director – Ogilvy Australia
Amelia Deakin – Senior Account Manager – Ogilvy Australia
Anne Brooke – Account Manager – Ogilvy Australia
Ryan O’Connell – Deputy Head of Strategy – Ogilvy Australia
Sam Tatam – Planner – Ogilvy Australia
Renee Nadin – Agency Producer – Ogilvy Australia
Jules Jackson – Freelance Agency Post Producer – Ogilvy Australia
UM Australia – Media and Connections Agency
Octagon – Experiential Agency
The White Agency – Digital Agency
Integer – Shopper Agency
PRODUCTION, EDITORIAL & VFX CREDITS
Ash Bolland – Director – Interrogate
Tara Riddell – Executive Producer – Interrogate
Peter Eastgate – DOP – Interrogate
Drew Thompson – Editor - ARC
Joseph Perkins – Executive Producer – ARC
Colin Renshaw – VFX Supervisor – Alt.vfx
Tyrone Estephan – VFX Producer – Alt.vfx