AUCKLAND, Today: Chocolates and flowers? Forget it. Woodstock reckons the real bond worth celebrating is bromance. That’s why they launched Celebrate Your Bromance with Droga5 ANZ, part of Accenture Song.
The campaign raided Kiwi camera rolls, filled with messy, unfiltered mate moments. Woodstock put those raw clips on blast, reminding everyone what bromance actually looks like in New Zealand.
In classic over-the-top fashion, Woodstock staged wild gestures for three Kiwi blokes. From sky banners to a mate’s face tattooed on a leg, even a sax serenade that lasted all day.
Popular creators UceGang joined in, helping fans plaster their bromance declarations across billboards nationwide. The campaign kept bromantic energy front and centre for the whole country.
It all built to International Bromance Day, where Woodstock unveiled The Bromantic Bistro — part fine-dining, part man cave. A five-course bourbon-inspired menu, candlelight, string quartets and relentless roasting set the vibe.
“In true Woodstock style, this was about reconnecting mates and creating more legendary stories together.” – Tatyana Dickson
“In true Woodstock style, this was about reconnecting mates and creating more legendary stories together,” said Tatyana Dickson, GM Marketing at Asahi Beverages. “We wanted to reintroduce the brand in a way that’s distinctive and disruptive.”
To keep bromance alive, Woodstock sold limited-edition six-packs with space for heartfelt notes — or savage burns. On TV, Crowd Goes Wild counted down the world’s best sporting bromances, ending with a live cross from the Bistro.
On radio, The Rock’s Morning Rumble got listeners sharing their funniest bromance stories, backed by tongue-in-cheek ads celebrating mateship in true Woody style.
“Romance has Valentine’s Day,” said Damon Stapleton, Chief Creative Officer at Droga5 ANZ. “We thought it was about time bromance had its own celebration — turning small moments and big gestures into something unforgettable.”
The campaign is running across online video, out-of-home, radqo and Woodstock’s social channels.
Campaign Credits
Client: Asahi Beverages
GM Marketing (former): Oliver Downs
GM Marketing: Tatyana Dickson
Marketing Manager – Dark RTDs & Spirits: Lizanne Camilleri
Brand Manager: Matt Stretton
Brand Manager: Tommy Murray-Edwards
Creative Agency: Droga5 ANZ, part of Accenture Song
CEO, Droga5 Aotearoa & NZ Lead, Accenture Song: Storm Day
Chief Creative Officer: Damon Stapleton
Executive Creative Directors: Christie Cooper, James Conner
Group Business Director: James Allan
Chief Strategy Officer: Stevie Weber
Strategy Director: Craig McLeod
GM and EP: Rosie Grayson
Production:
Production Company – Film: The Post Office
Production – Activation: The Supreme Group
Audio: Craig Matuschka, Liquid Studios
Composition: Peter van der Fluit
Photographer: Frances Carter, Loupe Agency
Media:
Media Agencies: Spark Foundry, Hearts & Science, OMD, FUSE
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