Lion set to launch first outdoor campaign for fastest growing beer brand James Squire this Sunday via Publicis Mojo, Sydney
The first major outdoor campaign for craft beer James Squire, Lion’s fastest growing beer brand, launches nationally this Sunday via agency Publicis Mojo, Sydney.
Featuring a modern day interpretation of historic character James Squire, the ‘A Man of Many Tastes’ campaign is a new positioning for the beer, that speaks about the man at the heart of the brand as well as the range of craft beers brewed today.
A convict in the First Fleet, Squire rose to become one of the governor’s guards, fathered 11 children and was the colony’s first brewer. He was adventurous, held down many different jobs, had many passions and brewed many different beers.
The campaign unveils the new line ‘A Man of Many Tastes’ and was shot on location around Sydney by French photographer Damien Laurent.
“We have captured the spirit of the man James Squire in a relevant way for today’s beer lover, who wants to explore not one, but all the flavours of beer. This is just the beginning of the next exciting chapter for James Squire, our fastest growing beer brand”, said Richard Spicer, James Squire brand manager.
“Lion gave us the opportunity to create a world around this unique craft beer range and the character that was James Squire. The result is a campaign with an original attitude, which will open up a lot of possibilities to make great work in all channels” said Pim van Nunen, creative director, Mojo Sydney.
The campaign will be featured nationally in Outdoor, on premise, off premise and digital, from this Sunday 1 July.
Creative Director: Pim van Nunen
Senior Writer: Ian Williamson
Art Directors: Pim van Nunen, Sam Pemberton
Art Buyer: Alison Dunlop
Photographer (portraits): De Blinkk – Damien Laurent
Photographic Production: MAP Ltd
Retouching (portraits): Loupe Imaging
Photographer (product): Sebastian Gollings
Retouching (product): Cream Studios
Print Producer: Chris Beghin
Account team: Lois Donaldson, Andrew Howie
Planner: Fran Clayton
Zenith Opimedia account team: Ciaran Challis, Kathryn Furnari, Emily McConnell
Brand Director: Ben Slocombe
Brand Manager: Richard Spicer
VIEW THE POSTERS IN DETAIL:
39 Comments
Well at least the tpography’s ok.
This puts me off, and quickly?
Quite disappointed. I loved the hand-crafted, Aussie, small-town feel of this beer. Now it reeks of hipster armpit.
I think the dude, James Squire deserves better. The press release about him was more interesting than these ads! Forgettable work.
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trying so desperately hard to be french connection cool, but unfortunately, french connection had better, wittier tone of voice.
So First Fleet convicts were actually bearded hipsters?
Thanks Mojo for adding another beer to my do not drink list.
Solid. I like
today i don’t like them, tomorrow i won’t even remember them.
So much wrong here I don’t even know where to start. Feels like I’m looking at the changing faces of an unshowered serial child murderer. This might be the campaign that finally puts an end to the word hipster. Kind of like when disco went down in flames.
What a very very odd campaign. Who is that skinny weirdo staring at me with bizarre facial hair? Is he James Squire? Is his hair meant to represent the beer’s character? Why is he staring at me?
Such a good opportunity cannot believe this was the result.
copy is fine, but such a stretch to get the link with all that ugly convict hipster going on.
Nice to see a beer campaign that’s not based on weak gags and trying to be your mate.
people who us the term hipster are just old useless wanks that are so out of touch that they just get pissed at anything that kids do that they don’t understand. Like the work, if it’s target demo is under 30 urban drinkers, i reckon they’ve done a good job.
The old stuff was some of the best long copy this country had seen. Fuck if it won awards or not. Why was it interesting? Because the man has a very interesting story. And that’s why we bought it, his story, not the real story of a multinational brewer making a product that looks like craft beer in the old Hahn factory.
I don’t want to relate to the brand equity of James squire, or his attitude. The guy was a convict ffs, not a hero, a man that belongs in beautifully crafted stories not a try hard “hey our character is like you youngins” and idiots going “yeah I’m like that guy, or at least I want to be like that guy once I can afford to leave home and rent somewhere trendy” wanker ads.
Love the headlines, hate the hipsters.
yeah i dig it. the type’s nice, the copy’s ok and hipsters will continue to drink squires.
Bet mb has tattoos, a beard, a fixie… and works at Mojo
I’ve always been a hipster, always been cooler than most, always done my own thing.
That aside, these are just a bit boring more than anything else. The line is pretty gay as well.
Clever work. It gives Squires an attitude.
Classy. No BBQs, no bogans, no ironic sexism
Like so many beer ads. Well targeted and will
work its arse off.
I like it. Kinda fresh looking in my eyes. It’s interesting and so are the characters. Not sure why all the dudes have beards though. Did remind a little of the french connection stuff … interesting that the director who directed the french connection stuff also photographed this.
Nice.
Utter, ass-mining, irrelevant wank.
How ironic… in what appears to be an attempt by Mojo to make this brand sophisticated and cool they have made it geeky and lame.
As a Squire fan, this makes me sad.
looks and sounds like it was conceived by an ageing ad guy trying to come off all cool and hipster-like. sorry that long ship has since sailed
Looks like the haters have been busy over the weekend while most normal people were out enjoying the sunshine.
They’re not headlines.
The only one that comes close is the 2nd one.
The other two are positioning statements, not headlines.
The rest is irrelevant.
If anything, there shouldn’t be a person in them.
It’s a lovely sunny afternoon, mate. Go outside and enjoy yourself.
Turn that frown upside down.
haha, cool nice to see Squire join us at the ad table.
I like it. Haters gonna hate.
Seems the brief asked to appeal to a younger audience, so naturally you go hipster. Not rocket science, it’s advertising!
I actually thought these ads were about domestic abuse at first.
These ads are awesome. Agree with mb. Haters you are not the target demo so dont WORRY about it.
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Original, no. Google “the most interesting man in the world” ads for Dos Equis. Now that’s original. Sorry James but Mojo has let you down in this instance.
and shot by the same photographers as FCUK, surprise, surprise
If that’s the kind of guy you perceive to be regular drinkers of James Squire, then I for one am appreciative to have an alarm system to avoid these smarmy jerks at all costs. That alarm being a James Squire beer in hand. Thanks Mojo, that was your intention, right?
Love the ads and I love the guy in the ads! I used to work with him and he’s just right for this!
saw this ad poster on parliament station (melbourne) recently ,and my friend captured this twin look “to day i believe luck not faith”,check above link cover picture 😉
i recon they’re awesome ads, celebrating the raw masculinity modern society utterly lacks in popular depiction. It makes a refreshing change from the gym-junkies and the ultra-alternatives. This is just some hairy bloke with a cool hairdo – total throwback to a time when manliness was measured by the amount of dead animals you brought home from the daily hunt! This campaign represents a renaissance of masculinity, an embracing of our patriarchial past mixed with all the experience of an equality-oriented present.
The posters are awesome.