Carlton & United Breweries-owned beer brand Great Northern Brewing Co. is launching The Great Return to inspire Australians to reconnect with each other and nature after a tough year by planning a camping trip with their crew.
The campaign, created by TBWA Sydney, launches with a long-form spot directed by Patrick Fileti from 13CO.
The film features real friends, Wil Ridley and Ross Walker. Their story is one that will be familiar to everyone in these difficult days.
Both have lost their jobs due to the pandemic, and are facing an uncertain future. They are in need of the optimism and grounding that friendship and Australia’s great outdoors can bring.
Their story will be aired on TV from July 19 as well as digital and social channels, including Facebook and YouTube.
"This year is uniquely suited to a campaign like The Great Return. The importance of friendships and our environment have never been felt more acutely," TBWA Sydney chief creative officer Andy DiLallo says.
"To remind people that those bonds can be strengthened in the great outdoors makes Great Northern’s purpose top of mind at a time when it’s never been more relevant."
To facilitate ‘The Great Return’, a campaign microsite has been created to help inspire the next adventure.
The website has mapped out photos of the best fishing, off-road, swimming and hiking spots recommended by Great Northern drinkers, as well as the best watering holes to grab a Great Northern.
Users can upload a recommendation to the website of their favourite campsite or location for an outdoor activity, or send a free personalised physical postcard to family or friends, to inspire everyone to start planning for their next trip.
It also includes links to book campsites through CamperMate and links to regional tourism bodies for users to find out more about each tagged location.
"Great Northern's heart and home is in the great outdoors. It's been a tough few months with fires, floods and restrictions keeping us away from the places and people we love," Great Northern Brewing Co senior brand lead Antonia Ciorciari says.
"We wanted to do something to help get Australians travelling again to places they’re allowed go, to encourage people to explore their own backyard and give everyone something to look forward to."
This is TBWA Sydney's latest work for Great Northern since winning the account last year.
The agency also announced last week that former executive creative director of Clemenger BBDO Melbourne Evan Roberts would replace DiLallo as chief creative officer.
Credits:
Client: CUB, Great Northern Brewing Co
Creative: TBWA Sydney
Production Company: 13CO
Director: Patrick Fileti
DOP: Campbell Brown
Executive Producers: Roy De Giorgio, Charity Downing
Producer: Warren Keuning
Post Production & Sound Design: BOLT
Editor Offline - Patrick Fileti
Grade – Matt Fezz
PR: Sequel PR
Social & Website: CUB HOUSE
Media: CUB HOUSE, PHD
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