Hobby home page
IPA Banner Open Doors
Electriclime gif
jw collective
Contemplative Reptile
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South Africa Edition

BWS and Pedestrian Go on the World’s Biggest Beer Run

Creative 275 Add to collection

Campaign developed by M&C Saatchi, Sydney

BWS and Pedestrian Go on the World’s Biggest Beer Run

BWS, Australia’s largest liquor retailer has unveiled its latest campaign, The World’s Biggest Beer Run via M&C Saatchi Sydney, designed to shine a light on the lengths the brand will go to for great beer and their customers.

The campaign, brought to life as a six-part content series, and supported with native editorial and high impact display on PEDESTRIAN.TV and TVCs across Channel 9, will see former Home and Away actor Tai Hara and craft beer fan Malcolm visit six unique and iconic breweries across three continents. The result of their expedition, The Rarest Six Pack on Earth, featuring a bottle from each of the breweries visited, will be available in store from the 18th October.

The six beers are not currently available in Australia.

The episodes, housed on a dedicated PEDESTRIAN.TV campaign microsite, will drop twice a week from 23rd September and see the duo delve into the unique stories, methods and tastes that each of the six breweries are world renowned for. The microsite will also feature in-depth information on each of the beers featured, additional content from the tour as well as a chance for readers to win one of six packs.

Says Vanessa Rowed, head of marketing, BWS: “BWS goes to great lengths to source the products Aussies will love, whether that’s a local beer in one store, or a rare ‘must have’ wine or spirit. The World’s Biggest Beer Run campaign sees BWS visit the four corners of the globe to source some of the world’s best brews and conveniently bring them to a store near you so you don’t even have to leave your state – how convenient.”

Says Sharon Edmondtson, creative director, M&C Saatchi: “Bold brand ambition, mixed with a beautifully single-minded purpose, has created this multi- faceted campaign that’s shattered the mould for BWS. We’ve been thrilled to have Pedestrian by our side as we introduce the brand to an entirely new audience in a format designed to entertain and engage.”

Says Bianca Falloon, group business director at Woolworths@DAN: “We were tasked of bringing this amazing campaign to life, we knew that we needed to find the one media owner that had three things, the right audience, the right tone and the right production capabilities. After a lengthy briefing process, we landed on a Pedestrian. Using their tongue-in-cheek humour with the breadth of the wider Nine group we knew we were going to bring the content life and entertain young Australians at scale.”

Says James McManus, creative director, Pedestrian Group: “Pedestrian Studio exercised every muscle to tell the story of The World’s Biggest Beer Run, casting talent from Australian soaps to the monks of Bhutan’s Tiger Nest Monastery to shoot and produce over 60,000kms worth of scripted entertainment. Opportunities like this, and the chance to team with BWS, Woolworths@DAN and M&C Saatchi, are one in a million. To say we’re thirsty to launch is an understatement.”

The campaign, born out of M&C Saatchi and brought to life and amplified by Woolworths@DAN and PR through Frank was shot at breweries across Japan, Bhutan, Poland, Germany, Italy and Mexico.

The breweries were chosen following an Instagram poll of 177,000 fans asking what kinds of beers they would like to see on the shelves at BWS.

The campaign is also hosted on Pedestrian website here:

view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.

Head of Marketing: Vanessa Rowed

Head of Marketing: Customer Experience, Brand & Convenience

Brand Manager: Alisha Thornley

Creative Agency: M&C Saatchi, Sydney

Chief Creative Officer: Cam Blackley

Executive Creative Director: Avish Gordhan

Executive Creative Director: Mandie van der Merwe

Creative Director: Sharon Edmondston

Copywriter: Chris Brailey

Senior Copywriter: Chris Brailey

Group Strategy Director: Cat Mellon

Strategist: Isabella Zacharia

Group Head: Vanessa Boueyres

Account Director: Charlotte El Baz

Senior Account Manager: Eliza Whyte

Project Director: Vanessa Millemaggi

M&C Saatchi Design and Production:

Designer: Vi Trinh

Design Director: James Jamias

Senior Designer: James Nielsen

Senior Integrated Producer: Angela Byrnes

Media: Woolworths@DAN

Group Business Director: Bianca Falloon

Client Director: Christian Bendelack

National Head of Strategy: Danni Wright

Ecosystem Planning Manager: Zac Kelly

PR Agency: Frank

Managing Director: Laura Jones

Account Director: Jodie Susskind

Account Manager: Lucy Clark

Account Evecutive: Alex Kovacs

Production: Pedestrian TV

Producer / Director: Anna Lawrence

DOP: James Millynn

Editor: Simon Knox

Group Partnerships Manager: Rhys Mugdan

Adverting and Partnerships Manager: Josh Horne

Creative Director: James McManus

Account Manager: Olivia Watts

Talent: Tai Hara and Michael Whalley

Genres: Documentary

M&C Saatchi Sydney, Tue, 24 Sep 2019 08:10:36 GMT