The Ministry for Communication & The Arts (Nathan Lennon and Dave Gibson) and Bureau of Everything (Cam Blackley and Emily Taylor) have combined forces to deliver Hawke’s beer a billboard-led Christmas campaign.
The agencies tapped the Australian experience at this time of year by pushing up against topics such as "end of year exhaustion", "traditional gifting, like Jack Daniel’s", fridge politics and polarising holiday films.
The centrepiece of the campaign is a series of public service announcement billboards that would be close to Bob Hawke’s heart, a daily countdown of potential sick days remaining until Christmas day.
“Christmas is the Super Bowl for brewers, with December accounting for up to 20% of annual sales (95% if you’re Crown Lager)," said Hawke’s co-founder, Nathan Lennon.
"With the big Japanese-owned Australian breweries muscling us smaller guys out of all the good fridge spots, we’ve enlisted Cam (Blackley) to help us fight back the Aussie way: with some good honest advertising that helps prove that iconic brands are built on cultural relevance, not price-tag promotions.
"And hey, if we can snag a slab-sized spot under a few Christmas trees while we’re at it, all the better.”
Cam Blackley, creative founder, Bureau of Everything, said Hawke’s founders David Gibson and Nathan Lennonhave created a strong Australian point of view and iconic work with the beer named after a prime minister.
"It was an incredible responsibility to be entrusted with their baby and the high standards they set around the work," Blackley said.
"It was also a blast to be writing beer ads again.”
Both the Ministry for Communication & The Arts and Bureau of Everything launched their companies earlier this year.
This is the first collaboration, although the founders have been long-time mates and Droga5 alumni.
CREDITS
Agency: Bureau of Everything
Agency: Ministry of Communication & the Arts
Creative: Cam Blackley, Nathan Lennon, Dave Gibson, Michael Kleinman
Media: Ooh!
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