THANK
XXXX
FOR THAT

CHALLENGE

To celebrate (Castlemaine) XXXX's 'matter of fact' brand personality and make a `sleeping brand' more relevant

IDEA

Thank XXXX for That. We created a multi-touchpoint campaign celebrating manliness and an antidote to metro-sexuality.

Activity featured a series of bold, provocative brand statements.

The campaign ran in nationwide press, in the on-trade where messaging was tailored to each touchpoint, plus off trade where we turned every can into a mini ad space.

It was backed by a nationwide experiential campaign, using genuine Utes shipped over from Australia with sofas and beer fridges on the back of each one.