The campaign was created by Monster Children.
For the first time since its inception 12 years ago, 4 Pines Brewing Co has launched a campaign designed to forge a deeper connection with the brand’s customer base.
Created and produced by Monster Children Creative, with illustrations by Tim Waters, the campaign is built around the platform Welcome to 4 Pines and features real characters from the brewery whose unique personal contributions to the brand are woven into the 4 Pines ethos.
The ads celebrate three unique 4 Pines characters - part-time beer whisperer and full-time beer educator Sarah, local delivery driver and footy legend Mitch, and 4 Pines resident vibe consultant Duan, who has been bringing his melodic tunes to the brewery for years.
"Sharing such an authentic message with our audience on a massive scale has the whole brewery bloody excited," 4 Pines marketing manager Tom Wallage says.
“The new spots by our mate at Monster Children shed light on the most important ingredients in this incredible journey… real characters, good beer, and a bit of banter."
Monster Children Creative creative director Matt Pike says developing the campaign was an enjoyable challenge.
“4 Pines is a brand that doesn’t mind doing things differently, so we created a hybrid universe that allowed their real talents to shine," Pike says.
Every beer seen in the ad is proudly part of 1% for the Planet. As part of this initiative 4 Pines will give 1% of revenue to Take 3 for the Sea, Landcare Australia, and Organic Matters Foundation as part of a commitment to be Brewed Better.
The campaign will be brought to life across Fox Sports, digital, and out of home.
Client - 4 Pines Brewing Company
CMO: Todd Atkinson
Marketing Manager: Tom Wallage
Brand Manager: Jade Hughes
Assistant Brand Manager: Max Farrow
Agency - Monster Children Creative
Creative Director: Matt Pike
Client Service: Ben Murgatroyd & Kieran Burke
Designer: Jye Kwong
Production Company - Monster Children Films
Director: Stefan Hunt
DOP: Campbell Brown
Photographer: Chris Searl
Executive Producer: Jam Hassan
Production Manager: Sally Quade
1st AD: Toby Churchill-Brown
1st AC: Sandy McLennan
2nd AC: Andy Gough
Photography Assistant: Oliver Black
Digital Operator: Rob Grey
Gaffer: Matt Wilson
Best Boys: Alan Fraser, Tommy Keys, Stephen Burns
Grip: Mark Abrahams
Grip Assist: Rob Birtles
Wardrobe and styling: Lydia Jane Saunders, Gosia Zablocka and Jodie Andarakis at LJS Styling
SFX Makeup: Holly Anderson
Production Design: Cory Roberts
2nd AD: Tom Cole
Standby Props: Sam Boffa
Storyboard artist: Dean Mortensen
Nurse: Emma Lund
Post Production - Monster Children Films
Editor: Braden Trotter
Post Producer: Jam Hassan
VFX: Chris Thompson
2D Animation: Julian Burgess
Colourist: Fergus Rotherham
Illustrator: Tim Waters
Music Composition: Jonny Higgins
Sound Post Production: Sonar Music (Michael Newton, Timothy Bridge, Haylee Poppi)
Voice Over Artist: Bill Young (RMK)
VO Artist Management: Jules Tyler & Kristy Sanger