XXXX Gold welcomes new arrivals to the idyllic XXXX Island in new national campaign via BMF
A newly launched campaign for XXXX Gold via BMF takes a humourous look at what happens when you are forced to slow down and reassess what is truly important in today’s fast-paced world.
Filmed on XXXX Island, an idyllic spot on the Southern Great Barrier Reef, the new TVC will set the premise for the year-long campaign.
When four corporate guys crash their super yacht into XXXX Island, it quickly becomes apparent that they are like fish out of water when they realise they are far from the bright city lights and precious mobile phone reception.
Matt Tapper, marketing director at Lion, said the story will play out over a series of chapters and is designed to show what happens when you finally take a moment to put technology and societal pressures aside, and pick up a pair of BBQ tongs or a fishing rod instead.
Says Tapper: “We wanted this new campaign to utilise the power of creative story-telling, and create an entertaining storyline that has some fun with the superficial societal pressures imposed on modern day Aussies. We wanted to highlight the concept of the “good life” that the XXXX Gold brand is renowned for in a way that would really resonate with viewers.
“It’s a big year for Australia’s leading beer. We recently invested in a complete brand refresh for XXXX Gold to ensure the brand continues to remain relevant to drinkers and really dials up what XXXX is all about; beers that are perfect for the great Aussie lifestyle.”
BMF creative director Justin Ruben on XXXX agrees with this sentiment.
Says Ruben: “We think that the good life is a massive part of what makes living in Australia so great. And the more we thought about it, the more we began to realise that there could be a really interesting story to tell around showing that everyone has this ‘good life’ in them. For some, it just takes longer than others to put down their phones and take their jumpers off their shoulders but it’s possible for all of us to get there.”
The television campaign will run nationwide and also be supported with integrated digital, PR, social and outdoor activity.
Creative Agency: BMF
Creative Director: Justin Ruben
Art Director: Flavio Fonseca
Copywriter: Piero Ruzzene
Group Account Director: Anthony Moore
Account Director: Emma McJury
Producer: Jenny Lee-Archer
Director: Leo Woodhead
Production Company: Revolver
PR Agency: Res Publica
Media Agency: Bohemia
Digital Agency: The White Agency
12 Comments
Not funny. At all. in fact decidedly unfunny. Try harder.
Are Matt Tapper and Justin Ruben the same person?
They certainly speak as one.
rubbish
The one thing that this campaign definitely isn’t, is Gold.
so bad.
Always enjoy the 4x adds. What is cgb?
You’ve done better, an ad I don’t understand doesn’t enthuse me.. WTF is CGB ?
@adza and @Ziggy
Did you watch the ad?
@Bear
“Did you watch the ad?”
Thank’s for that extremely helpful piece of wasted internet bandwidth.
@adza @Ziggy
The lead corporate guy mumbles “Cold Gold Boys”, I had to watch it a couple of times to hear it.
deffinately for the high hanging fruit
What is the boy’s name in blue singlet?
Yes, I have tried to find the answer to Mena’s question “What is the boy’s name in blue singlet?” Would be grateful for any offers of help, possibly Matt Tapper or Justin Ruben may be able to assist? Thanks.