The campaign was created by Host/Havas.
Lion is kicking off its support for the Blues at this year’s State of Origin series with a new brand campaign for Tooheys via Host/Havas that reminds everyone to show they are true blue with a Tooheys NEW.
The campaign highlights that with the Blues experiencing somewhat of a resurgence in the Origin arena, the Blue’s spirit is becoming ever more contagious.
And who better to show that than a bunch of die-hard nannas and Nathan Hindmarsh enjoying a NEW or two in the salon.
“I’m a Kiwi born and bred, but in recent years I’ve found myself getting truer and bluer," Host/Havas executive creative director Jon Austin says.
"Or as Margie so eloquently puts it, up the Blues.”
The campaign launched in film and is supported with OOH.
“Our partnership with the Blues is always a great opportunity to remind people of our proud roots in NSW and our passion for our home state," Lion marketing manager Chris Allan says.
"Here’s hoping Margie, Bev, Pam, Betty and Hindy can get the boys over the line this year with the rest of NSW.”
Media Agency: UM
Music: Song Zu
Production company: Taxi
Director: The Co-Op
Photographer: Steve Greenaway