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
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