No agency, so Moa celebrates alone

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Moa Beer (surely the only significant NZ liquor brand with no ad agency?) has launched Rugby Racing & Beer, a campaign to celebrates the month of June – and the simultaneous arrival in Godzone of the Americas Cup and the Lions Tour.

Moa marketing manager Jesse Shanley confirmed to M+AD there was no agency involved. “But [freelance creative] Darryl Parsons has been a huge creative driver behind the ads, a song and the entire campaign. We don’t not use an agency, however we do bring Darryl in as a creative director for bigger campaigns.

The tvcs are built around a song written by Parsons, who put together a band – The Stomping Moas – to perform it.

Moa marketing manager Jesse Shanley told M+AD the campaign was inspired by a 1960s song called Rugby, Racing and Beer. “We just gave it a sailing and rugby twist,” she said. “And we hope it becomes sing-a-long hit.

Chef Al Brown makes an appearance in the full-length video, cooking up a meal with one of the Moa brews. His take has since been turned into its own 15-second video.

There’s also a number of memes being shared on Moa’s Facebook page that give a tongue-and-cheek commentary of sporting activities, including strategy, sportsmanship and coaches.

The campaign will run across TV, online and out-of-home throughout June.


CD: Darryl Parsons
Production: Fish&Clips
Director: Jason Bock
Producer: Harry Moore
DOP: Ziga Zupancic
Colour: Matic Prusnik

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