Beer advertising can be so predictably quirky.

So Droga5 did something different for Sail & Anchor craft beer. Classic advertising creative. Point of sale campaign. Nice.

“More refreshing a spray from a sperm whale's blowhole,” written with a ship's rope - message delivered.

The down to earth creative covers a four beer range – Pale Ale, Amber Ale, Golden Ale and Kolsch. The campaign's executions (4, so far) will feature across 80 pubs where the beer will be available on tap, in 320 bottle shops and 1,300 stores.

“It is in fact the pub where it all kicked off in Australia back in '84,” explained Sail & Anchor strategic business director, Ant Warne. “In the pioneering and mutinous spirit of the brand, the team wanted us to look at craft beer differently - that brought to the work the courage of a seasoned sailor."

“We established that pirates, buccaneers, privateers and coxswains are the fastest growing part of the community,” creative director, Cameron Blackley, stated. “Yet no-one was giving them, let alone hook-handed parrot-buggering skippers, a voice.

“We felt that Sail & Anchor was just right for the kind of man who will give their opinion in the form of a 40 pound canon ball in the face, then stoically enjoy their beer.”

Droga5 creative chairman, David Nobay, spearhead the campaign that executive director, Duncan Marshal managed.

Creative director/copywriter was Cam Blackley and Head of art/art director, Daryl Corps.
Print Producer, Rachel Williamson. Typographer, The Craftshop.