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The multi-media campaign airing nationally, includes 60, 30, and five-second spots set deep in the wilderness of Tasmania, revealing a hidden night time world in which a series of strange natural phenomena culminate in the discovery of the beer.

Arno Lenior, premium category director Lion Nathan, said the TVC leverages Tasmania’s unique, natural surroundings to create a distinctive look and feel for the campaign.    

“There’s something pure, primal and mysterious about Tasmania, and the James Boag’s Pure campaign aims to bring this unexplainable element to life – suggesting it’s the Island’s secret ingredients that make this beer pure like no other.”

The campaign line From The Only Place It’s Possible was inspired by the product’s recipe, which is made with only four pure ingredients grown on and sourced from the Island – making Tasmania the only place in the world this beer can be made, and the only beer of its kind.

Micah Walker, creative director Publicis Mojo Sydney, said to ensure a high-impact yet authentic execution, the TVCs were filmed in Tasmania in July and directed by Noam Murro of Revolver, in his first ever production for an Australian company.

“James Boag’s Pure is a genuinely unique beer, just as Tasmania a genuinely unique part of Australia, so it was essential we lived up to these precedents by showing a side purity that was less expected and more own-able for the brand. I think Noam’s done a great job helping us achieve that.”

Zenith Optimedia was responsible for channel planning and media execution for the campaign.  

“We have big plans for James Boag’s Pure. We have already had great customer and consumer feedback and people really understand the quality and Tasmanian heritage message we are trying to project,” finished Lenior.

Creative Credits

Noam Murro – Director
Revolver – Production Company
Micah Walker – Creative Director
Justine Armour – Copywriter
Grant McAloon – Copywriter
Sacha Loverich – Agency Producer
Simon Ludowyke – Account Director
Nicole Milward – Head of Strategy

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