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'The Reclaim' for West End Draught

Creative

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BMF's new work for South Australia's number one beer

The Reclaim – Bringing South Australia’s No: 1 beer to those who have been missing out!

West End unveiled it’s new TV campaign last Sunday night, a campaign which humourously draws attention to a 160-year-old dispute over a slice of land on the Victorian border.

Developed by BMF, the campaign tells the true story of how an error was made when the border was originally marked, giving Victoria an extra 500 square miles of South Australian land. Such was the controversy; the land became known as, ‘The Disputed Country’.

The launch TVC will take viewers on the journey of how West End intends to reclaim ‘The Disputed Country’ from Victoria, and aims to give the locals who live in that area, the main thing they have been missing out on all this time, South Australia’s number one beer West End Draught!

Jack Mesley, Marketing Manager for West End Draught, says: “At West End, we’ve always had a bit of fun with our television campaigns. When we discovered the story of the Disputed Country, we thought it was a great opportunity to celebrate what’s great about South Australia and touch on a little bit of South Australian history at the same time.”

BMF Creative Director, Justin Ruben says: “It’s always good to base an idea on a fact. And the fact is that Victoria has South Australian land because the border line is wrong. Who better to reclaim the land and bring the lifestyle to those that have missed out than South Australia’s number one beer, West End Draught.”

The West End Reclaim campaign, which launched with print advertising this week, will also include outdoor, digital and PR and will be continued in the months to come with new creative that unveils more of The Reclaim story.

The campaign’s digital component includes a dedicated website www.TheReclaim.com.au which will house video interviews with historian, Bob Dunn, and interactive content which encourages visitors to join The Reclaim campaign. We’re sure at some point someone will build a case for officially re-marking the border and getting the land back for all South Australians to enjoy!

Agency Credits

ATL – BMF

Digital – The White Agency

Media – ZenithOptimedia

PR – Res Publica

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