Tooheys New celebrates NSW Pride with League hero Nathan Hindy and ‘Can’ via Infinity Squared

NSW Pride is a new brand content execution via Inifnity Squared, featuring two unlikely mates. Two legends share a powerful dream: To stoke the pride of the greatest state in Australia. Neither need any introduction – you know them as league hero Nathan Hindmarsh (Hindy) and the other, is the Tooheys Can. Great mates and loveable larrikins the pair of them, Can has a bold plan after Hindy’s NSW badges, which he hands out in a show of pride, fail to make a dent in his mission.

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United in their love for the great state of New South Wales, both embark on a journey to reinvent the classic Tooheys anthem from the 80’s.

Says Malcolm Eadie, Lion: “Tooheys has been proudly brewing beers for the people of NSW since 1869.  It’s been terrific to create a story that celebrates NSW Pride through our rich heritage and a couple of NSW legends.”

NSW Pride was created by Infinity Squared, who was determined to inject some fun into the campaign.

Says Dave Jansen, EP, Infinity Squared: “Our approach was simple; focus on what people want to watch… then involve the brand.”

The piece is refreshing and represents Tooheys’ commitment to strengthening its relationship with loyal drinkers through an audience first approach: two mates, one great state. The hero film is supported by pre-rolls and vignettes in digital and social channels.

Client: Lion

Project Manager: Gwendolyn Jimenez