Chris little
Take in the gold
XXXX GOLD
We wanted to get Aussies soaking up the good in the good life. But rather than just update the imagery we needed to update the brand’s purpose while making sure we didn’t ostracise the beer’s existing drinkers.
So we changed the message from a beer that encouraged men to ‘escape with their mates’ to the beer that inspired drinkers to take some pride in their social gathering and do what XXXX GOLD and Australia does best: hang out with friends and family under the Aussie sun.
With a huge soundtrack and a number of iconic Australian settings we created a campaign that elevated the day-to-day act of hosting a BBQ, setting up camp or taking the boat out for the day into moments of heroic drama that deserved the upmost respect.
Credits
Bob McIntosh (ECD), Chris Little (CD Art), Rupert Taylor (CD Copy), Jack Delmonte (AD)
Visual used across OOH, print and retail placements. Shot by Ian Butterworth.
Visual used across OOH, print and retail placements. Shot by Ian Butterworth.
Visual used across OOH, print and retail placements. Shot by Ian Butterworth.