Australian liquor retailer BWS has unveiled its latest campaign, The World’s Biggest Beer Run, designed to shine a light on the lengths the brand will go to for great beer and their customers.
The campaign is brought to life as a six-part content series and supported with native editorial and high impact display on PEDESTRIAN.TV and TVCs across Channel Nine.
It will see former Home and Away actor Tai Hara and craft beer fan Malcolm visit six unique and iconic breweries across three continents.
The result of their expedition The Rarest Six Pack on Earth - a bottle from each of the breweries visited - will be available in store from October 18.
The six beers are not currently available in Australia.
"The World’s Biggest Beer Run campaign sees BWS visit the four corners of the globe to source some of the world’s best brews and conveniently bring them to a store near you so you don’t even have to leave your state – how convenient," BWS head of marketing Vanessa Rowed says.
The episodes, housed on a dedicated PEDESTRIAN.TV campaign microsite, will drop twice a week from September 23.
Each episode sees the duo delve into the unique stories, methods and tastes that each of the six breweries are world renowned for.
The microsite will also feature in-depth information on each of the beers featured, additional content from the tour as well as a chance for readers to win one of six packs.
“Pedestrian Studio exercised every muscle to tell the story of The World’s Biggest Beer Run, casting talent from Australian soaps to the monks of Bhutan’s Tiger Nest Monastery to shoot and produce over 60,000kms worth of scripted entertainment," Pedestrian Group creative director James McManus says.
The campaign, born out of M&C Saatchi and brought to life and amplified by Woolworths@DAN and PR through Frank was shot at breweries across Japan, Bhutan, Poland, Germany, Italy and Mexico.
"Bold brand ambition, mixed with a beautifully single-minded purpose, has created this multifaceted campaign that's shattered the mould for BWS," M&C Saatchi creative director Sharon Edmondtson says.
"We've been thrilled to have Pedestrian by our side as we introduce the brand to an entirely new audience in a format designed to entertain and engage."
Woolworths@DAN group business director Bianca Falloon says the agency was tasked with finding the the right media owner who had the right audience, tone and production capabilities.
“After a lengthy briefing process, we landed on a Pedestrian," Falloon says.
"Using their tongue-in-cheek humour with the breadth of the wider Nine group we knew we were going to bring the content life and entertain young Australians at scale.”
The breweries were chosen following an Instagram poll of 177,000 fans asking what kinds of beers they would like to see on the shelves at BWS.
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