To celebrate International Star Wars Day on Saturday 4 May – “May the fourth be with you” – Thinkerbell launched a digital out-of-home (OOH) activation for Lion’s Hahn Brewery: Hahn Solo.
The Han Solo pun was deployed by the creative agency in collaboration with media agency UM and digital agency Affinity across Sydney, Melbourne, and Adelaide, and broadcast digitally through its social channels.
It’s the latest work in a run of responsive OOH for Thinkerbell, including a Toohey’s ad welcoming Travis Kelce to Australia. Last month, Thinkerbell and Lion launched a mid-autumn campaign for XXXX Summer Bright Lager to highlight the versatility of the brew for any season. The work was informed by the insight that, compared to most other places, the Australian climate can still be loosely categorised as different shades of one season: summer.
The Summer Bright Ice Bucket Hat supporting the campaign is a hat that, when flipped upside down, becomes a fully functional, beer cooler.
See also: XXXX is ‘summer beer you can drink all year’ in latest from Thinkerbell
Currently, the retail drinks and hospitality business, Endeavour Group, is pitching the creative account for its key brands, including BWS and Dan Murphy’s. Thinkerbell is the incumbent for the latter. Endeavour recently completed a closed EOI process involving both current and potential agencies, in search of a single, leading creative agency.
It is understood that Thinkerbell has declined participation in the pitch process.
The incumbent for BWS is M&C Saatchi, which has held the account since its appointment in 2021. It is also understood M&C was cut from the pitch last week.
Thinkerbell last worked on the Dan Murphy’s brand in December 2022 with a festive tale about the life of the liquor retailer’s founder, Daniel Francis Murphy, commemorating the store’s 70-year-long contribution to Aussie Christmas celebrations.
See also: Endeavour Group pitches creative for key brands
Credits:
Client: Lion
Creative, earned: Thinkerbell
Media agency: UM
Digital agency: Affinity