Part adventure show, part interview show.
Clemenger BBDO has taken famous Australians on adventures in Far Northern Queensland to bring Carlton & United Breweries’ Great North Brewing Co into popular culture with social-first adventure and interview series ‘Long Way for a Beer’.
The six-episode YouTube campaign embodies the beauty of Australia's Great Outdoors and was created with filmmaker Beau Miles, famed for his unique outdoor adventures.
In each long-form episode, Beau and a famous Australian guest embark on an adventure with a stripped-down set of gear in a remote Far North Queensland location, overcoming a range of ‘interesting’ challenges, before having a beer and reflecting on their journey around a campfire.
Famous Australian guests include homegrown global music superstar and athlete Cody Simpson.
The series will be amplified through supporting assets across social platforms, including the famous Australian guests’ platforms, media amplification, and OOH.
Teasers for the season launch and each guests’ adventure and interview episode will drop on Meta and YouTube, with the series premiering on YouTube.
Locations for each episode capture the beauty and diverse landscapes of Far North Queensland, reflecting Great Northern’s famous heritage and masterbrand platform as ‘The Beer For Up Here’, and its belief that the greatness of Australian nature, and being outdoors with mates, brings out the best in our nature.
Great Northern Brewing Co Zac Gelman marketing manager said the Great Northern brand was built in the Great Outdoors and the Far North.
"We're thrilled to use this setting as a showcase to create Australia's next adventure and interview series, in which we re-connect famous Australians with Australia's Great Outdoors," Gelman said.
Clemenger BBDO executive creative director Ant Phillips said the six part adventure and interview series is the beginning of Great Northern’s move into entertainment.
"We’re excited to bring it to life," Phillips said.
CREDITS
Client – Carlton & United Breweries (Great Northern Brewing Company)
General Manager – Marketing: Nicole McMillan
Head of Beer – Ben Eyles
Marketing Manager, GNBC – Zac Gelman
Senior Brand Manager – Paddy Wallace
Creative Agency – Clemenger BBDO
Chief Creative Officer: Adrián Flores
Executive Creative Directors: Ant Phillips. Tristan Graham
Creatives: Lara Smith, Esther Parsons
Chief Strategy & Experience Officer: Simon Wassef
Head of Cultural Design: Rhian Mason
Senior Social & Content Manager: Elly Brand
Head of Strategy: Brooke Thompson
Strategy Partner: Brigitte Bayard
Managing Partner: Scott Balalas, Jason Melhuish
Group Business Director: Sam Siddons
Business Director: Lauren Mayne
Business Manager: Mack Horton
Executive Producer: Karolina Bozajkovska
Production Company – MADE THIS
Director and Editor: Thomas Pollard
Executive Producer: Ainslee Littlemore
Lead Producer: Callum Smit
Editor: Jennifer Cahir
Photographer: Krystle Wright
Social Agency - 1House Asahi
Creative Director - Rohan Lancaster
Senior Creatives - Ellen Fromm & Steph Kitchin
Editors - Lachlan Millsom & Taylor Curry
