M&C Saatchi Sydney has released its first
campaign for John Boston craft beer that taps into the unexpected legend
behind the man that inspired the tasty drop.
Boston, a jack of all trades, master of none, landed on our shores more
than 200 years ago. He crafted Australia's first beer in 1796 using
corn, bittered with love-apple stalks, but when it failed the taste test
of local guards in Old Sydney Town, Boston jumped ship to America.
Sadly, he never made it, eaten by cannibals somewhere in the South
Unlike John, his beer, an award-winning, easy drinking craft beer,
lives on today. However, much like John, the beer had little brand
awareness. In order to get people drinking and sharing it proudly, the
team at M&C Saatchi has created an out of home and digital campaign
that celebrates the fact John Boston beer tastes amazing, and according
to cannibals, so did John Boston.
honour of legends' remembers the harebrained ideas, the silly failures
and, most importantly, the spirit of the great man to carry on. The
campaign introduces the legend of John Boston with the platform offering
the flexibility to celebrate other unexpected legends.
campaign is led by out-of-home posters on train station platforms that
detail the journey of the man who inspired the beer, supported by
digital out-of-home and social.
aesthetic of the work is reflective of the era in which John Boston
lived, using wood etched illustrations and long-form typography as well
as a cheeky, Aussie vernacular.
Blackley, chief creative officer, M&C Saatchi: "John Boston's story
is about as outrageous as it is unknown. We know that he was among the
first brewers in Australia and that his original beer was eye-wateringly
"In fact, we know that the man failed at
everything he did except dying in an incredibly interesting way. But he
had this quality that is hard not to admire - he got back up and tried
again every single time. This campaign is about celebrating a legend and
the quality beer that remembers his gumption."
Rachel Hofman, marketing manager at Pinnacle Drinks: "The goal of the
campaign is to celebrate John Boston, the man who started it all, but also
to recognise the classic Australian spirit of getting back up and
having a crack despite failure.
"The result is a
compelling brand platform which fully embraces John Boston's cheeky,
tell-it-how-it-is tone of voice to share the brand story, delivering
visually impactful tailored messages on targeted platforms. The take-out
overall is engaging and witty creating talkability."
Art Directors: Mandie van der Merwe and Luke Simkins
Copywriters: Avish Gordhan and Andy Flemming
Creative Agency: M&C Saatchi, Sydney
Creative Director: Cam Blackley
Design director: Simone Cherry
Group Head: Vanessa Boueyres
Strategy Director: Anthony Lockhart