In my regular national newspaper column I'm not known for my gushing praise of much of the work that's paraded on the CB blog.

And by a complete co-incidence, some of the work I've been most critical of has come out of Mojo.

But I think this campaign is self-evidently good.

Monty Arnhold
www.asecondopinion.com.au

Monty!!!

Are logistics the new fad idea for beer campaigns or something?

I haven't seen any executions of this campaign yet, but for me it was enough to read 'Cascade pipeline from Tasmania' to know this idea has gold written all over it. Congrats to Micah and the guys at Mojo Sydney. And also their client Lion Nathan.
It's been 4 years since the Big Ad and is damn obvious now which brewery is doing the better work and pushing creatively on all their brands. Wake up Foster's!

I love it! My only problem is, if you're going to trick the public into believing bullshit, make it believable.

It's ok. I've worked on a beer account and I must say this seems like an obvious idea ... guys could have thought harder on this.

This idea was done in Kalgoorlie at the turn of the century. Freshen it up boys.

Droga5 take note.

Love it. Absolutely love it.

Pity Mojo can't work on the taste of the beer. Piped fresh or not, it'll still taste like shit.

Nice work. Simple, pure and a great idea. Cool typography - breaking tassie . Not an ultra sonic frequency within earshot either.

Josh Moore said:

I didn't write that comment above.

The above the line stuff is pretty boring. website is great though, some funny calls from the head pipe guy.

Love it. Cascade stuffs around with their Tasmanian heritage and Boags jumps straight in. Masterstroke.

12.07. I think you'll find it is for Boags, which is Lion product, not Cascade, which is owned by Foster's.

And I'm ready to see the two breweries work side by side to see who has the upper hand. Lynchy, you got an awards tally over the past 5 years between these two heavyweights?

You are dreaming 12.07

Fair enough, no more negative comments on the blog from anonymous critics.

But keep your pants on, people!

I LO
VE
the typography.

Don't get it.
Why is TASMA then NIA broken up?
Am I missing something?
Toni

love the type treatment

i need a drink

Will there be drinking fountains???
just randomly placed around the city.
c'mon...
don't worry bout the kiddies just make them 5 foot tall.

12.07... Is that the Fosters that won Cannes lions for the last three years running?

This in today's news...

http://news.smh.com.au/world/nz-navy-cant-sail-defence-report-20080903-48lb.html

Let's just hope that Press ad for chefs that was posted up here a week or so ago is working it's little plastic balls off.

Good work, but I'm not sure if you've credited enough people.

hate the
typ
opgraphy

Patts put this idea up for draught about 10 years ago. It didn't get off the ground but Big ad did.

Josh, nobody actually believes it or is expected to believe it.

That's why it's funny.

Hey 5.22 ... credit where it is due. Great work. Fosters have struffed Cascade, Boags takes over Tasmanian positioning.

surely it should be 'From Tassie to tap'?

it took 17 people to make this?

hope you guys have long-life lightbulbs

I kinda find it a bit boring to be honest. I know it answers the client brief but it just doesn't make me feel anything. I don't really get that it's taking the piss, there's nothing tonally in there to make me feel like it is. I also kind of feel like I have to go to a website to find something more interesting or to make sense of it more when at the end of the day life's too short to have to try to work at something that seems quite dull. It's just beer guys. It misses by a long shot for me.

That's just my opinion.

Wake up indeed 12.07PM.

Cascade is a Foster's beer.

These ads are for BOAGS....Lion Nathan product.

I agree with 12:07 pm. There are beer campaigns AND THEN THERE ARE BEER CAMPAIGNS. This is definitely the latter. Kicks arse on all fronts. Sells massive amounts of intrigue with the poster making me wonder what's it all about, and then you land on the website and BANG it knocks you out with all the detail and layers about the project. It actually had me wondering for a moment if Boag's really had gone to the trouble of building a pipeline to from Tasmania to every pub in Australia. Absolutely Brilliant!

If this is a hoax, then it will damage the brand and look very bad for Boag's.
If this is real, it would cost more than the company is worth.

You guys should all come over to the UK, we just make big TV spots here.

None of that website-leads to fake project-leads to integrated promotion-leads to experience nonsense here.

It's wicked.

Love the font.
Love the idea.
Can't stand the Art Direction.
J.B.

Sensationally boring. They just keep 'em coming don't they.
Mojo have reached new heights in awkwardly self conscious advertising. Too cool to be funny, yet too creatively empty to be cool.

Good point Mr Phil Taffs, but this work is done to win international awards and Tassie is a colloquial term, not one known by international juries. Tasmania will work much better at Cannes. Great work guys!!!

Best beer idea out of Oz in ages. Love it.
Nice one Micah and all concerned.

MJ

I don't love it. But I like it. A lot more than the Tooheys work. Well done guys.

Nice car work. And now some really nice Beer work. Mo would be proud.

For me, the holy grail is Speights.

Why? Because they actually did it. It wasn't some fake boat pretending to ship a fake pub over to the UK.

They REALLY did it. Fucking amazing. A year later, I'm still amazed by it to be honest. That campaign was about as good as we can get as a business.

So...

This is a nice advertising campaign. Good idea, well crafted, I'd have it in my book. But given that Speights set the bar so high, I struggle a bit to enjoy the pipeline thing, given that it's attempting to feel real, without having any intentions of being so.

I feel the same way about the beer relay. Advertising dressing up as a genuine non-advertising consumer experience... I'm a bit meh about that now.

If this is a hoax?

Awesome. Great integrated campaign. My first touch point was the poster in the street. At first I was concerned that ads about pipes could be dull or boring but when I went to the website it turned me around. Especially when I watched the man say all kinds of interesting phrases about pipes and piping. I also liked the map with the flashing dots which kept me clicking through the site. Stand out work. That's what's great about integrated campaigns - you get to take a big idea and really extend it out into to many many mediums so you can really spend some time with it and see the depth of the marketing-thought and it never gets thin like it can in a 30 second TV spot which just hits you and then is gone. Give me more. Awesome.

You are absolutely right. 7:01, I guess I was a little overexcited and typed Cascade rather than Boags. Sorry. It must have been all that Green. No surprises there though, since the latest Cascade campaign was a rather forgettable affair. I however still maintain that Lion Nathan are kicking Foster's arse. And don't bring up Cannes as Lion Nathan has been winning metal pretty much everywhere on a bunch of different brands.

Garry, what part of 'faux' don't you understand? I suppose you also believe that there's a real skytroop out there jumping out of flying pints or that beer is brewed by forest animals and aryan people?

Do you think anyone ever really tagged Air Force one for Ecko?
Does it matter?
It's advertising people, you can have fun some times.

I agree with the naysayers.... and the raters

I like it just cause I do, it does however, leave a bad after taste in the mouth that it's
not ACTUALLY happening. (Spieghts work was outta sight!!!)

and it's not doing enough of a job in taking the piss out of the whole
"building a pipeline from Tasmania" thing to make it funny and or irreverent enough for me.

It's weird... but i do like it....typog treatment is cool tho

I'll have a Boags and sleep on it.

12.22

not too hard to imagine, i was driving down the freeway this morning and could have sworn i saw a giant pot glass flying

Great campaign. Pity it's wasted on such a shit beer.

I really don't find it funny. Doesn't matter how believable or real it is. I agree Speights set the bar so high it can't be beaten, because they did it for real. And it was really, really funny.

Website's a little forced. Not my kind of humour. Very unfunny.

I also think the whole 'hoax style' campaign is over. Tooheys beer relay was one as well, it's pretty close in terms of market positioning as well.

My problem is, I agree partly with Garry. It's treating consumers like a bunch of morons. So, if you're not doing it for real, why the fuck are you lying to us, obviously lying to us, and telling us something we're supposed to believe or supposed to know is obviously a fake and the whole idea is no-one will believe it so why the fuck are you even opening your mouth this is very confusing messaging is it not?

Nothing to do with this campaign but these are hilarious:

http://www.thestandard.com/news/2008/08/12/lame-and-lamer-10-dumbest-viral-marketing-campaigns

thanks for the kiss of death Monty.

Alas, did they skytroop jumped out of it?

By the way, is anyone looking for a creative partner in London? http://www.youtube.com/watch?v=iPJtlxW60F0&eurl

I agree with someone earlier. I think the fact that most consumers these days will instantly realise that this is not for real totally negates it as a piece of engaging communication. Especially when the only time I've seen it was on a fly poster, hardly the medium for discussion about a major beer pipeline. So why would one bother to log on to the website?

2:32.

I was looking for a writer, now I think I'm better off going it alone ;oP

Actually, not bad. I don't mind it. The great escape was better I thought.

Huh? Are consumers actually supposed to believe the pipes are real? I know you have to be dumb to drink Boags, but honestly, that can't be the thought process behind it.

Surely it's just a fun way of saying "the beer is so fresh, it's like we pipe it directly from Tassie to you". Nothing more than that, and if that's the case well done.

Instead of doing an ad that says Boag's Draught is brewed in Tasmania, they bring the message to life with a pipeline idea, to announce its arrival. The truth is real, the pipeline is that truth exaggerated. Basic advertising people. C'mon.

Ben, thank you for summarising the idea and the debate. Spot on.

Now everybody, let's move on.

Working on an alcohol label is a lot more daunting than most would think. You're up against and comparing your work with some of the greatest campaigns in the world. Plus there's not a lot you can say that clients approve. Heritage / personality, product features (none unique) and 'three guys walk into a bar' jokes.

Most of us know advertising is unfortunately 10% idea and 90% steering it past god knows how many suits, planners, marketing executives, meetings, 'crisis' meetings, 'sorry you guys were right but we're not saying sorry' meetings, production budgets, 'why haven't you done your timesheets', time constraints, snipers, tanties, 'yes I'm doing my timesheets now can you reconnect my computer so I can do them please', research, vintage puma's, (it's boring even talking about it).

If it's easy enough to get after a few, has an idea that's a little more engaging than tit / drunk jokes, and builds a unique personality they can jump off down the track shouldn't we be saying well done for raising the bar? Fresh way to answer a simple, not so fresh prop.

Happy drinking.

The thing is if you're going to do a faux product/story then it needs to be funny and be obviously a joke or else people will start stupid debates about whether it's real.

This idea is at least 20 years old.
It was done as outdoor for XXXX by Saatchi's London, if my memory serves me.
A big pipeline of XXXX going through the Nullabor - doesn't anyone remember that visual?

Who's XXXX?

XXXX as in the beer from Queensland.

The strapline for the campaign was (approximately): "Australians wouldn't give a XXXX for any other lager."

There were numerous key visuals of Australian situations, and one of them was a large yellow pipeline of XXXX lager crossing the desert.

The people doing this campaign are hoping no-one remembers it.
However, it featured in the D&AD annuals at the time, and someone apart from me will eventually.

9.28 was taking the piss mate. I know because I am he. (Woah! smoke and mirrors)

OK 9.28

I'm not trying to rain on anyone's parade, but people judging these things should be considering originality - and this campaign, though very nicely done, lacks it.

But "Who's XXXX?" isn't a joke. It's a sentence.