James Boag shows the best things are born of Tasmanian water in new campaign via Host/Havas
James Boag Premium has launched a new multi-channel campaign via creative agency Host/Havas, which sets out to show that some of life’s most extraordinary and fantastic parts are found in Tasmania. And the one thing they all have in common? Pure Tasmanian water. Without it, they wouldn’t exist.
From 600 year old trees to Australia’s finest premium beer, the ‘Born of Tasmanian Waters’ campaign celebrates the one, incredible thing that runs through all these natural wonders.
Says Malcolm Eadie, marketing manager, Lion: “James Boag has been brewing its beers continuously and exclusively in Tasmania since 1888, and it’s our Tasmanian provenance that makes our beers truly special and unique among other premium beers. Of all the natural riches Tasmania offers, its pure water is the most special – so many remarkable and renowned things are born of it – and we are excited about our new campaign that highlights the quality of the water that goes into our beers”.
Says Chris Little, creative director, Host/Havas: “No other beer brand could make water the sole focus of its campaign, but for James Boag it makes complete sense given
the unique qualities of the Tasmanian water and the pride of place it has in their brewing story.”
The campaign rolls out nationally from early November in time for James Boag Premium’s major sponsorship of the Melbourne Cup Carnival.
Agency: Host/Havas
Executive Creative Officer – Darren Spiller
Creative Director – Chris Little
Copywriter – Josie Burns
Senior Art Director – Matt Ennis
Senior Broadcast Producer – Karen Muxworthy
Account Director – Natasha Floyer
Production Company: Heckler
Director: Tim Kindler
DOP: Jason White
Producer: Mick Perry
1AC: Joel Eames
Gaffer: Rob Dewhurst
14 Comments
Can we go back to this please….
https://www.youtube.com/watch?v=-66UzJg0oT0
Love it – well done. Thought I’d get in before the ‘experts’ start their tirades.
No comment from ECD in PR release, says it all really.
You can debate whether this is better/worse/as good as the recent campaigns.
What they have in common is sound thinking, continuity and a powerful strategy – of pure Tasmanian water.
Seems obvious, but proof that if you can find a believable truth that comes out of the product, you have a property that results in good and effective advertising.
Nothing like cracking open a stubby made of crayfish, trout and old people.
love it. very beautiful
@underthink If the best we can strive for is consistency then it’s a sad state of affairs. This is boring. A trout that tastes like a rainbow. WTF dudes?
Feels very old fashioned and expected for the category tbh.
The earlier work from mojo on the brand really shows this work as a backward step.
Why would you ruin exceptional Tasmanian water?
The voiceover does nothing for me.
Beautiful ad – beautifully shot… the reason this industry is imploding is due to the curmudgeons who know nothing about budgets, the days and nights worked on it – and would rather go to Youtube and grab an idea. So f__k you.
The same story told again and again and again in a slighty different, relevant, stylish and interesting way? It’s called a fucking campaign you banner-ad troll twats.
Get back to your Twitter headline letter count and leave good work to the grown-ups.
I don’t need to watch this to know it’s nothing as good as Mojo ever did. I thought this industry was in decline 5 years ago, but now…
Looks like it had zero production budget. Could have been so much nicer! Very average execution of quite a nice idea. But hey thats how much craft is respected these days.
Spiller must be horrified.