Ogilvy’s latest work showcases the universal bond between man and dog in support of Australian Working Dog Rescue International.
Lion Beer Australia has teamed up with Ogilvy Australia in pursuance of their goal to make Iron Jack a household name.
Developed by Ogilvy in partnership with UM and Geometry Global, the nationwide campaign aims to showcase the universal bond between man and dog, arguing that good Aussie men deserve a refreshing Iron Jack after a long day of hard work.
The campaign is lead by a 30-second TV extension showcasing the qualities of a good and capable man.
It's supported by a radio execution which suggests that the Thirst Crushing Refreshment of an Iron Jack makes it the perfect beer for all-round good Aussie blokes, as well as out of home, digital and social extensions.
“Australia has changed so much in the last two decades. And for many men, the world they find themselves in is complex,” says Ogilvy Australia chief strategy officer Toby Harrison.
“Their roles and responsibilities have grown and what is expected of them has become harder to navigate.
“While a lot has changed, what it takes to be a good bloke hasn’t. And we wanted to send a simple message to Australia to remind them of that.”
The campaign's creative also highlights the relationship between a man and his dog, as part of Iron Jacks’ commitment and partnership with Australian Working Dog Rescue International (AWDRI) - an organisation which provides vet work, training, rehoming and increasing fundraising and awareness opportunities for working dogs.
Iron Jack’s partnership with AWDRI follows the brand’s launch of it’s Beers for the Bush campaign to help raise money for Australian farmers affected by the drought by donating $1 from every carton sold nationally, as well as 50 cents from every schooner sold at selected regional venues, to Rural Aid.
“Iron Jack’s commitment to these causes is a reflection of what our brand, and what the Lion Beer Australia business is all about,“ Lion’s portfolio marketing manager Amy Darvill said.