James Squire's ‘Ordinary be Damned’ via Thinkerbell

20 December 2023

Creative Agency: Thinkerbell
Media Agency: UM Media

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Celebrates those who aspire to find rewarding ways forward.

James Squire was no ordinary man. In 1798 he spotted an opportunity to create Australia’s first brewery. A century and a half later, his spirit is alive and well in the new masterbrand work for Australia’s beer brand James Squire, via Thinkerbell.

This is the first execution to come from the brand’s new approach to the ‘Ordinary be Damned’ platform, designed to contemporise the brand for modern Australia.

Set to Beck’s chart-topping 'E-Pro', this idea celebrates those who, like James Squire, aspire to find rewarding ways forward, told through a fantastical story of how the character Dave, orchestrates himself a beer.

The campaign is specifically designed to be digitally weighted and will land across various channels throughout the summer period including the cricket broadcast.

Albertus Lombard, brand director - premium at Lion Australia, said James Squire pioneered Australia's brewing legacy with tenacious drive.

"He had a daring ‘Ordinary be Damned’ mindset that’s alive and well in the James Squire range today. We’re pumped to continue to bring modernity to the brand and relevance to our Aussie drinkers," Lombard said.

Ben Couzens, executive creative tinker at Thinkerbell, said James Squire was a man with hustle and swagger, so it’s important that this work oozes both.

"And thanks to Beck for providing the groove," Couzens said.

Stephen Carroll, FINCH, said to create the magic for this content, it was a very technical shoot using five different camera formats, including 360 degree technology, drones, snorri-rigs and all sorts of other things.

"It was a fun project for everyone who was involved," Carroll said.

This new work propels the James Squire brand beyond its heritage and into a fresh and relevant space that resonates with a new generation of Australian drinkers.

The campaign rolls out across Australia on TV, cinema, outdoor, social, and digital from December 15, 2023.



Client: Lion

Creative Agency: Thinkerbell

Design Agency: Weave

Media Agency: UM

Production: FINCH

Post Production: The Editors

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