TBWA Sydney has released its first campaign for Carlton United Breweries (CUB) brand Great Northern Brewing Co. since being appointed to the account recently.
The campaign, which launches in time for Father's Day, invites Australians to do something with their dads that he won't forget.
Taking viewers back to where memories of the great outdoors with fathers begin, Great Northern Brewing Co. encourages Aussies to go camping again with dad.
"Great Northern has long represented the very best of the Great Outdoors," says Antonia Ciorciari, associate director at Great Northern Brewing Co.
"It has a transformative power over us; we love that this campaign not only brings to life this magic but helps people create their own."
The campaign launches with a new long-form spot directed by Patrick Fileti from Thirteen & Co.
The three-minute film features a real father and son from Queensland, Luigi and Daniel Gaudiello.
It will be aired in cinemas across Australia in the lead-up to Father’s Day as well as across digital and social channels, including Instagram, Facebook and YouTube.
“Great Northern understands the memories we make in the great outdoors are something to cherish," says Andy DiLallo, chief creative officer at TBWA Group Sydney.
"We set out to not only inspire people to get outdoors with Dad this Father’s Day, but to actually facilitate outdoor experiences by providing sons and daughters with the utility to make it easy.”
To facilitate The Great ReCamp, a first-of-its-kind personalised invitation generator has been created that enables the user to find that perfect campsite from thousands of options Australia-wide, or to track down that place where you went camping with your family all those years ago.
The user’s chosen campsite is then added to their custom video invite which can be sent to their dad in time for Father’s Day.
“We consider ourselves very fortunate to have the opportunity to contribute to the Great Northern story," says Paul Bradbury, CEO of TBWA Australia and New Zealand.
"We would like to thank the CUB Marketing Team for being brilliant partners in creating this campaign.”
Last year, Special Group was also added to CUB's roster as Carlton Dry's agency of record. CUB confirmed Clemenger BBDO will continue to work on other brands withing CUB's portfolio.
This the latest client win for TBWA Sydney, following a recent appointment to Optus' full-time creative agency roster.
TBWA Sydney has also undergone expansion, adding new fashion and lifestyle design-led agency Fabric to its stable of agencies.
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