Lion urges Australians to keep their physical distance in new print campaign via Host/Havas
Australian brewer Lion is using the power of its household name brands to reinforce the government’s advice to stay at home in a new campaign developed by Host/Havas.
Beer brands XXXX GOLD, Tooheys, Furphy, Emu Export, West End and James Boag’s will be urging beer drinkers nationwide to stay at home and keep their physical distance in a series of print ads running across major newspapers.
Lion Australia managing director James Brindley said the only way to catch up with mates at the moment is on a video call: “We never thought we would be telling people not to invite their mates over for a beer, but that is exactly what we are doing.
“Down the track, we will all be back together in pubs or at BBQs, but for now, we want to help reinforce this critical message via our iconic brands.”
Client: Lion
Creative Agency: Host/Havas
Executive Creative Director: Jon Austin
Art Director: Aaron McCann
Print Producer: Emma Power
Account Manager: Jordan Van Der Heide
Account Manager: Ant Moore
7 Comments
While I applaud your brands playing your role in getting people to practice social distance, I can’t help but lament the lack of unique tone of voice all your brands have. Is it too much to think that Cascade should share their message in a different tone of voice than say Furphy or XXXX Gold?!
Nuttin wrong with this in a tricky time for brands to say anything
Thanks Lion.
I would never of known to keep my distance during these tough times without your messages. Thanks for telling me 6 times with different logos and coloured backgrounds. Phew. The copy in the XXXX version is by far the best of the bunch. Tooheys is the weakest.
I feel so much safer now.
Half-assed job. If they were just going to copy-paste 6 times, it could have just come from Lion.
On the plus side, the account man that looks like a cop finally got demoted.
This only reinforces my suspicion that Lion simply repackages the same swill into different coloured tins and bottles and ships it off to different parts of the country.
A print campaign? Might as well throw OOH in there as well.
I like how they changed the state name to reflect the beer, very creative.