Lion Nathan launched the next instalment of its awarded James Boag ad campaign, titled "Pure Waters". 

Created by Publicis Mojo Sydney, the new campaign continues the story of a Tasmanian town and the mystic, transformative power of its water – a creative first brought to life on Australian screens two years ago.

The campaign will include two executions – one for James Boag’s Premium and one for Boag’s Draught – which take the "Pure Waters" story as a starting point, and extend and re-shape the narrative to distinguish the respective sub-brands.

The Premium spot launched two nights ago, with Draught to follow shortly.

The TVCs were filmed in the Cradle Mountain region of Tasmania at the end of 2010.

To view the spot click here

CREDITS:

Executive Creative Director: Micah Walker

Creative Team Premium: Ruth Bellotti & Justine Armour

Creative Team Draught: Pim Van Nunen & Ian Williamson

Agency Producer: Anna Richmond

Planner: Nicole Milward

Commercial Director: Lois Donaldson

Account Director: Simon Ludowyke

Director: Steve Rogers

Executive Producer: Michael Ritchie

Producer: Pip Smart

DOP: Simon Duggan

Editor: Alexandre de Francesci

POST FX: Fin Design+Effects

Composer: Elliot Wheeler