West End aims to reclaim land from Victoria for South Australians in new campaign via BMF

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WEst end.jpgWest End via BMF, will unveil its new TV campaign this Sunday night, a campaign which humourously draws attention to a 160-year-old dispute over a slice of land on the Victorian border.

The campaign tells the true story of how an error was made when the border was originally marked, giving Victoria an extra 500 square miles of South Australian land. Such was the controversy; the land became known as, ‘The Disputed Country’.

Says Jack Mesley, marketing manager for West End Draught: “At West End, we’ve always had a bit of fun with our television campaigns. When we discovered the story of the Disputed Country, we thought it was a great opportunity to celebrate what’s great about South Australia and touch on a little bit of South Australian history at the same time.”

The launch TVC will take viewers on the journey of how West End intends to reclaim ‘The Disputed Country’ from Victoria, and shows the locals who live in that area, what they have missed out on by being part of Victoria rather than South Australia.

Says Justin Ruben, BMF creative director: “It’s always good to base an idea on a fact. And the fact is that Victoria has South Australian land because the border line is wrong. Who better to reclaim the land and bring the lifestyle to those that have missed out than South Australia’s number one beer, West End Draught.”

The West End Reclaim campaign, which launched with print advertising this week, will also include outdoor, digital and PR and will be continued in the months to come with new creative that unveils more of The Reclaim story.

The campaign’s digital component includes a dedicated website www.TheReclaim.com.au which will house video interviews with historian, Bob Dunn, and interactive content which encourages visitors to join The Reclaim campaign.

ATL – BMF

Digital – The White Agency

Media – ZenithOptimedia

PR – Res Publica