Ordinary Be Damned marks a significant part of revitalising James Squire.
Independent creative agency Milk + Honey United has launched Ordinary Be Damned as the new brand platform for Lion's James Squire.
The campaign, featuring voiceover by actor Rory McCann, known for his portrayal of The Hound in Game of Thrones, connects the brand to the modern drinker with world premium beer and the authentic swagger of James Squire himself.
Ordinary Be Damned is Lion’s biggest statement for the beer brand to date. The integrated campaign, running across cinema, TV, social, radio, and out of home establishes James Squire’s audacious philosophy and approach to life.
“James Squire seemed destined to lead an ordinary life,” said director Justin McCann’s.
“He went to church, remembered his manners, respected the law...” But while the dark and brooding voiceover describes an undistinguished life of a common man of the time, the epic visuals tell a very different story, depicting many of Squire's actual audacious adventures."
Milk + Honey United cofounder Andy DiLallo said, “James Squire and the entire Lion team will always hold a special place in our hearts and history, as one of our founding clients. We set out to prove what is possible creatively even during a global pandemic and the result, we’re proud to say, is anything but ordinary.”
CREDITS:
Client: Lion Australia
Agency: Milk + Honey United, Sydney
Production: Fortress Films
Director: Justin McMillan
Editor: The Editors
Post Production: Alt FX
Music & Sound: Song Zu
Photography: Ian Butterworth, Louis & Co
Media Agency: Universal McCann
