XXXX bog prizes people can ‘Winch to Win’ this summer via Thinkerbell

24 January 2024

Creative Agency: Thinkerbell
Media Agency: UM Media

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A jet ski, camping trailer and a safe full of $10,000 in cash.

This summer XXXX is burrying prizes like a jet ski, camping trailer and a safe full of $10,000 in cash. To win them, Australians will have to winch them out of the ground using a 4WD.

The XXXX Winch to Win campaign has been brought to life by Lion and the XXXX Agency Village. XXXX beer has always been synonymous with the good life, which for many includes a passion for 4WDing.

As the popularity of 4WD vehicles and activity continues to explode, XXXX has launched competition unlike any other this summer.

Tom Wenborn, chief creative officer at Thinkerbell, says as the beer brand that believes the good life takes effort, we couldn’t just let people enter a barcode or scratch to win a competition.

"We needed to make sure punters got out there and put some effort in to win," he says.

Within the XXXX Winch to Win competition, Australians have the opportunity to win a plethora of prizes. There will also be 500 x $50 fuel vouchers available to win too.

The competition will culminate with three finalists competing in a 4WD challenge on Tuesday, February 19, where they will have the opportunity to winch out the top prizes on offer.

To enter the challenge, Australians can upload their video or photo of their rig (4WD) to the XXXX website.

The campaign is live across Australia on BVOD, Youtube, radio, outdoor and social.

Terms and conditions apply HERE. Visit to find out more.



Client: Lion Australia (XXXX)

Creative & Earned: Thinkerbell

Media: UM

Digital: Affinity

Event production: Bastion

Production Partner: The Producers 

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