Clemenger BBDO has teamed up with Carlton & United Breweries’ Great Northern Brewing Co to bring the beverage into popular culture with its social-first adventure and interview series ‘Long Way for a Beer’.
The series sees famous Australians on adventures that showcase the beauty of Far North Queensland while uncovering more about the famous Australians who are part of the series and ultimately revealing how much better they are in the outdoors.
Great Northern also partnered with YouTube personality Beau Miles, an outdoor adventure filmmaker, to create the six-episode YouTube series, which is part adventure show, part interview show.
Famous Australian guests featured in season one, among them homegrown global music superstar and athlete, Cody Simpson.
In each long-form episode, Miles and a famous Australian guest embark on an exciting adventure with a stripped-down set of gear in a remote Far North Queensland location, overcoming a range of ‘interesting’ challenges, before having a beer and reflecting on their journey around a campfire.
The campaign was led by Clems, working closely with its recently formed social, PR and influence practice Chemistry Set in collaboration with MADE THIS, in-house agency partner 1House and PHD. It continues the strong partnership Clems and Great Northern have fostered over many years to grow the brand to become Australia’s best-selling beer.
The campaign is designed to build on Great Northern’s strong brand story, fuel further growth and cement its icon status as Australia’s number one beer, by inserting it into popular culture.
The series will be amplified through supporting assets across social platforms, including the famous Australian guests’ platforms, media amplification, and OOH. Teasers for the season launch and each guests’ adventure and interview episode will drop on Meta and YouTube, with the series premiering on YouTube.
Locations for each episode capture the beauty and diverse landscapes of Far North Queensland, reflecting Great Northern’s famous heritage and masterbrand platform as ‘The Beer For Up Here’, and its belief that the greatness of Australian nature, and being outdoors with mates, brings out the best in our nature.
Zac Gelman, marketing manager, Great Northern Brewing Co, said: “The Great Northern brand was built in the Great Outdoors and the Far North. We’re thrilled to use this setting as a showcase to create Australia’s next adventure and interview series, in which we re-connect famous Australians with Australia’s Great Outdoors.”
“With Long Way for a Beer, we wanted to continue Great Northern’s authentic story, but tell it in a modern and progressive way,” Ant Phillips, Clemenger BBDO executive creative director, said. “As the beer that believes nature brings out the best in our nature, we enlisted the best natured person we know in Beau Miles to take some Australian legends on some unique adventures. The six part adventure and interview series is the beginning of Great Northern’s move into entertainment and we’re excited to bring it to life.”
“Great Northern is more than a beer, it’s a true lifestyle. We’re excited to be bringing its many fans more ways to enjoy the brand and what it represents to them,” added Clemenger BBDO chief creative officer Adrián Flores.
CREDITS
Client – Carlton & United Breweries (Great Northern Brewing Company)
General Manager – Marketing: Nicole McMillan
Head of Beer – Ben Eyles
Marketing Manager, GNBC – Zac Gelman
Senior Brand Manager – Paddy Wallace
Creative Agency – Clemenger BBDO
Chief Creative Officer: Adrián Flores
Executive Creative Directors: Ant Phillips. Tristan Graham
Creatives: Lara Smith, Esther Parsons
Chief Strategy & Experience Officer: Simon Wassef
Head of Cultural Design: Rhian Mason
Senior Social & Content Manager: Elly Brand
Head of Strategy: Brooke Thompson
Strategy Partner: Brigitte Bayard
Managing Partner: Scott Balalas, Jason Melhuish
Group Business Director: Sam Siddons
Business Director: Lauren Mayne
Business Manager: Mack Horton
Executive Producer: Karolina Bozajkovska
Production Company – MADE THIS
Director and Editor: Thomas Pollard
Executive Producer: Ainslee Littlemore
Lead Producer: Callum Smit
Editor: Jennifer Cahir
Photographer: Krystle Wright
Social Agency – 1House Asahi
Creative Director – Rohan Lancaster
Senior Creatives – Ellen Fromm & Steph Kitchin
Editors – Lachlan Millsom & Taylor Curry