AUCKLAND, Today: Saatchi & Saatchi, with dentsu & Motion Sickness, will next week unveil a new creative platform for iconic Kiwi beer brand Export, named the The Beer for Here, which brings to life the notion that New Zealand is the ‘Greatest Beer Garden in the World’.
The new campaign will be seen across the country from Sunday 6 March, and kicks off with a 60-second tvc which follows the journey of a relatable Kiwi bloke getting a round, and taking it out to his mates in the beer garden.
DB Breweries MD Fraser Shrimpton said: “An exaggerated journey from the bar to the table proudly showcases spectacular Kiwi landscapes from the sunny north beaches to southern hills, valleys, rivers and mountains.
“Our new campaign celebrates Export as a modern beer brand that stands for Kiwi bonding, togetherness and optimism whilst connecting us with our shared pride of Aotearoa, the best beer garden in the world.
“New Zealand is known for its beautiful landscapes, great climate and abundance of outdoor activities, and Export believes these make our country the perfect place for enjoying a refreshing cold one and bonding with mates.
“We love that it reflects the many types of Kiwi characters and mateship you might see in NZ beer gardens on a hot summer afternoon.”
“Export’s founder Morton Coutts knew it, so he revolutionised the brewing process back in the fifties to create export quality beer, exclusively for these perfect conditions. The new platform proudly celebrates this.”
DB senior marketing manager of domestic brands Sam Forrest said: “Getting a round in the beer garden is such a fun-filled story.
“We love that it reflects the many types of Kiwi characters and mateship you might see in New Zealand beer gardens on a hot summer afternoon.
“For the eagle-eyed Export fans, we also dropped in a number of cheeky ‘easter-eggs’ amongst the main action, like a golden collie, referencing the old Export ad, Fire at the Well.”
The TVC features popular New Zealand soul funk singer Lou’ana and her band, not only seen playing in the beer garden, but also recording the campaign’s version of the iconic New Zealand song, For Today by the Netherworld Dancing Toys.
The main 60 second film will be complemented with cutdowns, social films, digital advertising, and in store promotions. A serious of dynamic OOH will also bring the platform to life, showing the temperature (and whether it’s good for firing up the BBQ) in real time, as well as the next days’ bite time for those keen on fishing.
Client: DB Breweries
Marketing Director: Fraser Shrimpton
Senior Marketing Manager, Domestic Brands: Sam Forrest
Marketing Manager – Domestic: Hannah Gray
Assistant Brand Manager – Domestic: Eddie Commons
Creative Agency: Saatchi & Saatchi
Media Agency: Dentsu
Social Agency: Motion Sickness
Director: Jamie Lawrence
EP/Producer: Claire Kelly
EP/MD: Katie Millington
DOP: Gin Loane
Production Designer: Neville Stevenson
Editor: Tim Mauger
Online/Flame/Grade: Leoni Willis
Music Licensing: Tamara O’Neill
Music Rearrangement: Peter Van Der Fluit
Sound Design & Mix: Craig Matuschka
Photographer: Troy Goodall
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