The Beer for Here

AUCKLAND, Today: Saatchi & Saatchi, with dentsu & Motion Sickness, will next week unveil a new creative platform for iconic Kiwi beer brand Export, named the The Beer for Here, which brings to life the notion that New Zealand is the ‘Greatest Beer Garden in the World’.

The new campaign will be seen across the country from Sunday 6 March, and kicks off with a 60-second tvc which follows the journey of a relatable Kiwi bloke getting a round, and taking it out to his mates in the beer garden.

DB Breweries MD Fraser Shrimpton said: “An exaggerated journey from the bar to the table proudly showcases spectacular Kiwi landscapes from the sunny north beaches to southern hills, valleys, rivers and mountains.

“Our new campaign celebrates Export as a modern beer brand that stands for Kiwi bonding, togetherness and optimism whilst connecting us with our shared pride of Aotearoa, the best beer garden in the world.

“New Zealand is known for its beautiful landscapes, great climate and abundance of outdoor activities, and Export believes these make our country the perfect place for enjoying a refreshing cold one and bonding with mates.

“We love that it reflects the many types of Kiwi characters and mateship you might see in NZ beer gardens on a hot summer afternoon.”

“Export’s founder Morton Coutts knew it, so he revolutionised the brewing process back in the fifties to create export quality beer, exclusively for these perfect conditions. The new platform proudly celebrates this.”

DB senior marketing manager of domestic brands Sam Forrest said: “Getting a round in the beer garden is such a fun-filled story.

“We love that it reflects the many types of Kiwi characters and mateship you might see in New Zealand beer gardens on a hot summer afternoon.

“For the eagle-eyed Export fans, we also dropped in a number of cheeky ‘easter-eggs’ amongst the main action, like a golden collie, referencing the old Export ad, Fire at the Well.”

The TVC features popular New Zealand soul funk singer Lou’ana and her band, not only seen playing in the beer garden, but also recording the campaign’s version of the iconic New Zealand song, For Today by the Netherworld Dancing Toys.

The main 60 second film will be complemented with cutdowns, social films, digital advertising, and in store promotions. A serious of dynamic OOH will also bring the platform to life, showing the temperature (and whether it’s good for firing up the BBQ) in real time, as well as the next days’ bite time for those keen on fishing.

CREDITS

Client: DB Breweries

Marketing Director: Fraser Shrimpton

Senior Marketing Manager, Domestic Brands: Sam Forrest

Marketing Manager – Domestic: Hannah Gray

Assistant Brand Manager – Domestic: Eddie Commons

Creative Agency: Saatchi & Saatchi

Media Agency: Dentsu

Social Agency: Motion Sickness

Director: Jamie Lawrence

EP/Producer: Claire Kelly

EP/MD: Katie Millington

DOP: Gin Loane

Production Designer: Neville Stevenson

Editor: Tim Mauger

Online/Flame/Grade: Leoni Willis

Music Licensing: Tamara O’Neill

Music Rearrangement: Peter Van Der Fluit

Sound Design & Mix: Craig Matuschka

Photographer: Troy Goodall