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
ECD: Pim Van Nunen
Creative Team: Nathan Lennon and Dave Gibson
Agency Producer: Alison Dunlop
Account Director: Andrew Howie
Client Director: Lois Donaldson
Photographer: Derek Henderson
Photographic Production: MAP ltd
Retouching: Pieter @ Cream
Fascinator Production Leader: Eliza Godman
Fascinator Builds: Studio Kite
Digital production: The White Agency
27 Comments
Peacocking
How much for a silver lion’s head?
Awesome! I want that crown.
Where’s Craig?
Bang, love it.
@ Where? haven’t you heard?
Someone has called racing for the bullshit it really is.
Love it.
ROCKS
Ace work gents, show us the telly please.
Very good.
Really funny idea. Hope to see heaps on the day.
All great! Not long til the cup actually.. where’s the TV?
Like.
Really like this idea.
fucking awesome.
Not really Groucho. They’ve done a great job of keeping it quiet for the rest of us. Where’s Craig???
Great idea!
nice work dave & nathan!
@Groucho – who cares? He’s obviously miles from anywhere near this
Love it, love it, love it. Great work gents.
Where’s the links? Anything other than a couple of stills? I want more
Well done le panthe and el mantolio… excellent.
https://www.facebook.com/JamesBoagsDraught/app_190482767753684
Ah. So instead of using TV and telling the world, it is a failed social media experiment with a total of 100 users.
What a shame.
great stuff bring it on
Yup… time for a TVC!!!
Not sure about this one Mojo…this theme seems almost “too easy” for a beer campaign.