James Boag’s Draught Fascinators set to make it a man’s Melbourne Cup Carnival in new integrated campaign via Publicis Mojo, Sydney

In a week where the ladies hold the reins in the style stakes, Melbourne Cup Carnival is about to become a fashion playground for beer loving men with the launch of James Boag’s Draught Fascinators, in a new campaign from Lion Co and Publicis Mojo, Sydney.

Pulled from the pure waters of Tasmania, each piece of man millinery has been transformed from flowery femininity into monuments to male awesomeness. Any bloke who comes along to the James Boag’s Draught Escape bar at the Hill Square, at Flemington, throughout the Melbourne Cup Carnival will have access to a collection of fascinators, which range from a crown made out of 80s karate trophies, to a wreath of arm-wrestling guns, to a bronze lion’s head, the jaws of which fully encase the wearer’s noggin.

The campaign is being supported by TV, outdoor, press and radio, as well as a Facebook application which lets men browse the collection and pick their favorite fascinator look before they hit the track.

Agency: Publicis Mojo Sydney

Digital production: The White Agency