How We Created a Hit Entertainment Series

for Australia's Biggest Beer

The Challenge

How do you take the biggest beer brand in the country and make it even bigger? With 1 in 5 beers consumed in Australia being a Great Northern, we needed to attract new audiences in ways beyond traditional television and OOH advertising.

CLIENT

Great Northern

CAPABILITIES

CREATIVE MEDIA EARNED

Launch Website

The Reframe

We transformed Great Northern from a beer brand into an entertainment brand by creating a six-part branded content series that combined adventure with celebrity interviews.

Taking inspiration from popular formats like 'Chicken Shop Dates' and 'Hot Ones', we collaborated with one of Australia's most authentic outdoor creators, Beau Miles, to create content that would reach all corners of the internet while perfectly aligning with Great Northern by championing Far North Queensland and the great outdoors.

The Big Thing

Each episode featured Beau taking a famous Australian guest on an exciting adventure in remote Far North Queensland with minimal gear.

After overcoming various challenges, they would share a beer and reflect on their journey around a campfire. The guests included cricket legend Glenn McGrath, pop star Amy Shark, and former child star turned professional swimmer Cody Simpson – each chosen to attract different audience segments.

We created a content ecosystem across multiple platforms, with full episodes on YouTube and bite-sized chunks across social media. This extended into a seamless consumer journey from brand to point-of-purchase in-store, including in-store promotion and a full POS suite.