“Gage's plans for national expansion and their ambition to create cut-through work excited us from the moment we took the pitch brief.”
VML and Gage Roads have launched ‘Made for Yewww’ to toast their new partnership and grow the craft beer brand nationally.
The new creative platform taps into the anticipation and celebration of the epic life moments that deserve a bit of recognition.
‘Made for Yewww’, running across film, OOH, radio and social, will be an ongoing platform to recognise the legends, places and coastal lifestyle that inspire the Gage Road ethos.
“The Made for Yewww campaign perfectly encapsulates the essence of Gage Roads, representing those moments in life where the excitement and energy of anticipation or appreciation are celebrated by you and your mates,” Mick McKeown, head of sales and marketing at Good Drinks Australia.
“‘Made For Yewww’ is also a nod to our brewing expertise and that our beers are quality made with taste to suit our incredible Australian lifestyle.”
The campaign will lead a considered resurgence as well as expansion plan across the east coast with media kicking off in QLD, followed by the entire eastern seaboard.
The collaboration with VML was seamless from the start with the campaign planned with ideas that will span the next few years.
The campaign has started the first wave of OOH bringing some colour to Adshels on both coasts, as well as bespoke, location specific executions.
The film assets were brought to life with the expertise and passion of the team at Clockwork Films and director duo Cowboys.
VML Perth creative lead Tim Newton said the campaign encapsulates the feeling of coastal freedom.
“Beautifully simple ideas and wonderfully passionate people are a winning recipe and we couldn't be happier with the end product,” he said.
VML Brisbane and Perth managing director Adam Kennedy said the team are thrilled about the partnership.
“Gage's plans for national expansion and their ambition to create cut-through work excited us from the moment we took the pitch brief,” he said.
“We had WA and Queensland creatives collaborate on the ideas, which was the perfect model for the brand and really got sparks flying.”
