James Boag’s PURE ‘blasts’ into print
Following the successful launch of James Boag’s PURE in cinema and television, Lion Nathan and Publicis Mojo Sydney have launched a new print campaign for the latest edition to the James Boag’s trademark.
Focusing on James Boag’s PURE’s Tasmanian ingredients – hops, barley and yeast – the creative highlights the beer’s recipe in an extraordinary way.
Shot by award winning UK photographer Dan Tobin Smith, each executionwas captured as a dramatic and unique blast, making each imageimpossible to replicate – paying tribute to the campaign’s overall ideaof ‘From The Only Place It’s Possible.’
To achieve the desired effect and portray the various ingredients intheir finest detail, Mojo and Tobin Smith constructed a room of purelight, allowing each and every fibre and grain to be caught at highspeed.
The result is a unique interpretation of what makes the James BoagsPURE beer unique, and will launch this week in magazines includingWallpaper, Oyster, Cream and Monument.
Agency: Mojo Sydney
Creative Director: Micah Walker
Art Director: Kirsty Gavin
Photographer: Dan Tobin-Smith
Art Buyer: Alison Dunlop
Account Service: Simon Ludowyke
64 Comments
what the hell is this?
Different. I like it. But it doesn’t make me thirsty for their beer.
“Each execution was captured as a dramatic and unique blast, making each image impossible to replicate – paying tribute to the campaign’s overall idea of ‘From The Only Place It’s Possible.’
I get it now.
“will launch this week in magazines including Wallpaper, Oyster, Cream and Monument.”
It doesn’t have to make sense if it’s appearing in these mags. Just has to look nice.
took me a while to take to the TVC. this’ll grow on me….by the time the next campaign kicks in next year.
what?
So your guts explode when you drink one? Wow I’m real thirsty.
Does it run with the press release? Are all three running in the same mag?
Still, looks pr-I-tty.
4:28 You’re an idiot
Look at the credits. This is the result when a copywriter is absent. It’s a valuable lesson for us all.
This is just wank. Who is this supposed to appeal to?
Beautiful clean print where you can commission an amazing photographer to just express a feeling or flavour…a dream brief! Love the minimalism and the fact that Dan Tobin-Smith got the gig. Lovely chap!
Not their finest work.
Love that they spent up to get Dan Tobin Smith to shoot it. Looks great.
But why the tiny trees and the cable on the wall?
Reminds me of my favourite line from Robin Hood – Prince of Thieves:
‘Yes, but why a spoon, cousin?’
I really like it, and I’ll tell you why.
Boags is doing a great job of setting itself apart from the mainstream beers with their campaigns.
Fosters is pisstake after pisstake, boys stuff. Nothing wrong with that at all, but that’s Fosters thing. Lion Nathan is not quite as ironic, but often still in the same territory: beer for the lads.
Boags is really starting to look and feel different. A little more cerebral. A little more rewarding. It’s starting to feel like it comes from a different place (which it does).
So yeah, you can sit back and pick this stuff to pieces. But I reckon it’s really sweet work, and because I’m a bit of a wanker, it makes me gravitate towards the Boags brand just that little bit more.
pre⋅ten⋅tious
/prɪˈtɛnʃəs/ Show Spelled Pronunciation [pri-ten-shuhs] Show IPA
–adjective
1. full of pretense or pretension.
2. characterized by assumption of dignity or importance.
3. making an exaggerated outward show; ostentatious.
Simple and stunning. Would expect nothing less from the CD/Art Director/Photographer combination.
Pure Art.
Just rubbish. Makes me want to buy art, a sofa or a designer kettle, not a beer.
Boags. It Comes From A Different Place. can be a nice point of difference positioning tagline. haha.
I don’t get it – and i thought i was a visual / lateral kind of person – can somebody explain this please.
….. the link – the sell – the thinking??
i do like these. They’re simpler than people are reading in to them…beautiful, amazing ingredients. unique to this beer…why does it have to say more than that?
grow up mojo. this is SHITE.
The Carlton “made from beer” campaign was ace cause it took the piss out of wank like this.
Froth & bubbles
Pure Arse.
Come on everyone. This is terrible print work. Anyone who says different is a cnut.
Why on earth would you veer away away from the magical water as a brand prop? Execute according to need, but that’s the USP.
There are still a lot of arty wankers who buy beers
To be fair, it got my attention.
But so would a piece of dog shit on the page.
There’s a few comments on here from the creative team/agency involved, especially 5.44pm.
reminds me of the awesome Mr Plow ad
One thing great advertising does is to stand out. (“If your advertising goes unnoticed, everything else is academic”)
The fact that so many readers of this blog bothered to comment proves my point. Great work will always polarize. And yes I work for the agency. And no I don’t work on account.
5.44 here, and I don’t work for mojo.
Believe it or not, it IS possible to see the merit in someone else’s work, sometimes. I know this is the most incredibly bitchy, nasty industry on the planet, but it’s still possible.
It’s also possible for one person to love something, another person to hate something, and both of them to be right.
Decent advertising is meant to polarise. And work like this will definitely polarise. Way better than everyone just going ‘yeah…. ok I ‘spose’.
And to 9.35, the ‘magical water’ idea is for Boag’s Draft, not for the entire Boags brand. But I reckon it’s so strong, the psychology of it can underpin everything Boags do from now on. “Beer from a slightly strange, but really nice, ‘different’ place.
Please now continue with calling this campaign shit, wank, arse, crap and bollocks.
Again, another campaign NOT created for the industry – Geez I see why we’re all upset! Pfft…
Visually engaging for the demo who consume the titles and a welcomed departure of consumer insight from all other beer comms in market at the moment.
Like it…
Schweppes for cunts.
You losers are just jealous you were too hopeless to get a job at Mojos. Suffer.
Saw this in a mag, studied it for 5 minutes.
Great print should be an arresting image/headline/whatever but it has to be relevant to what it’s trying to sell.
I’m all for taking the higher ground as a beer brand, the pure waters spot was beautiful – but this I don’t rate.
a unique and interesting way to show ingredients for the launch of what lion are calling there arty beer.
i like this alot, its simple and grabbed my attention, composed so well, and its fresh, and no i don’t work at Mojo
so much venom in peoples reactions why so ?…
11:01 – you weren’t allowed to go outside and play handball at little lunch today?
5.44 PM, totally agree with you. Also not from Mojo and also love it. I’m a big fan of Micah & Co’s work.
I saw this in a mag the other day… and seriously didn’t understand what it was about.
I showed it to my writer, it stumped him too.
Then my CD saw it and scratched his head.
We’ve all been in the industry for twenty years… and if we struggle to grasp the concept, how’s the average plumber/salesman/burger flipper/teacher going to understand and fall in love with it? (This isn’t intellectual superiority, it is common sense).
Like someone mentioned earlier – it needs the press release to run next to the ad to explain it.
Pure arty drivel for the sake of being ‘different’.
One day in the Modern agency…
Creative Director: “You guys got any ideas?”
Writer: “Nup”
Art Director: “Yeah, Dan Tobin Smith”
Creative Director: “Give him a call, see what he wants to do”.
Trent, the reason people don’t like the idea is because its rubbish, no one understands it and no one can be arsed to try.
Mr Plow, in print.
11:01 to the puss that made the little lunch comment. Exactly what are you trying to imply with that comment? Little lunch? Handball? Explain yourself.
If you don’t say anything back I’ll just assume you except that you’re a moron. And a puss. 😀
read the copy you morons, it’s not hard to work out
Jim & Cuz, another great ad for Schweppes love it….. oh wait a sec…. scratch that.
Dear 11:01, I’m not being overtly mysterious. Just implying that you’re childish:
“You losers are just jealous you were too hopeless to get a job at Mojos. Suffer.”
Suff-er…
Genuinely “positioned” in an increasingly crowded beer market.
Sydney drinkers will lap it up. Have you been to the winery recently?
Not for me, but there’s a market out there and these guys are going for it.
Arty – Yes.
Pretenscious – Yes.
Beautiful – Yes.
Magical – Yes.
Positioned – Yes.
Not every beer ad has to be a Big Ad rip off.
This is proper advertising. Not ego slapping gag munching bull shit.
(ED: For that right brand – that stuffs great).
This is for grown-ups. Grow up and appreciate it for it’s positioning and not just your simpleton’s view of a what a “beer ad” is.
Arty beer. I’ll buy it.
Nice work.
And for those of you that would love to keep Aussie advertising in the gutter –
you’re times up.
Yes you were being overly mysterious. Because your comment made zero sense. And I’m being no more childish than most of the weak cunts on this blog that like to tear down people instead of doing there fucking job. Or cunts like you that don’t like people that support people that do well.
“Suff-er…”
LOL dumbshit
does anyone really care what goes into a beer?
cold, wet and alcoholy – that’s all that matters innit?
Finally thanks Mojo. Now I can finally understand the TV spot.
Sounds like another smear campaign from old Ben.
good you understand the ad now, 5:55…things come slowly to some
5:44, I couldn’t agree more – you are indeed a wanker.
Higher Thinker, a point well made, but let down by the basics, it’s “pretentious” and “your”. Mug.
1.09
Higher thinkers have someone else deal with the “basics”.
People like you. Thanks for the spell check.
Tea cup.
I like it. Pretty simple to get and different for beer. Not sure Tasmanian hops will get me to drink it, but I’m not really in the ‘Boagen’ target.
I also think the brand is pretentious – for a good reason. Nothing wrong with that. What else is a guy sitting in a bar with a fake Versace suit, Tiffany’s cufflinks and rented Ferrari going to do to show a woman half his age he’s rich?
Buy this and make sure he holds it for maximum label exposure, positioned carefully next to his padded crotch with his other hand holding the suit (label out) over his shoulder in a casual but confidant success story way.
Last!!
gold. this us a great campaign. best beer campaign in the country for years.