Effies
Australia
How XXXX Found Gold in People’s Pride of Their Origin
Agency
Thinkerbell
Client
Lion
Awards
Finalist
Long Term Effects
Summary
After losing its status as Queensland's favourite beer, XXXX devised a bold plan to win back its heartland. The brand's 'Pride In Your Origin' campaign, a 35-year partnership with the Queensland Maroons, replaced the XXXX logo on players' jerseys with local postcodes. This grand gesture demonstrated the brand's commitment to its audience's local pride, successfully returning the once-mighty brand to growth and proving that an understanding of local culture can revitalise a brand.
Case study
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Credits
| Gerry Cyron | Executive Head Brand Thinker (Author) | Thinkerbell |
| Timmi Tsapaliaris | Lead Thinker (Author) | Thinkerbell |
| Cam Collison | Senior Brand Manager | Lion |
| Chris Allan | Connections Director | Lion |
| Sam Pulsford | Senior Marketing Manager | Lion |
| Sam Hurwood | Brand Manager | Lion |
| Simon Rich | Creative Strategist | Lion |
| Damon Thompson | Brand Manager Sponsorship | Lion |
| Aidan O’Brien | Media Manager | Lion |
| Margie Ried | CEO | Thinkerbell |
| Adam Ferrier | Chief Thinker | Thinkerbell |
| Jim Ingram | National Chief Tinker | Thinkerbell |
| Tom Wenborn Wenborn | Chief Tinker | Thinkerbell |
| Laura Stevenson | Executive Head Thinker | Thinkerbell |
| Catherine Tomlinson | Head Earned Thinker | Thinkerbell |
| Tania Carr | Managing Partner | UM |
| Andrew Harris | Senior Creative Connections Planner | UM |
| Ainsley Riordan | Trading Manager | UM |
| Darragh Bennett | Activations Manager | UM |
| Bryoney Miller | Strategy Director | UM |
| Lukass Strungs | Senior Advisory Manager | Affinity |
| Peter Mountford | Creative Lead | Affinity |
| Dani Collins | Senior Strategist | Affinity |
| Paul Fitzgerald | Experience Design Lead | Affinity |
| Rob Mills | Head of Digital | Affinity |
| Annabel Kulich | Group Account Director | VML |
| Sophie How | Account Director | VML |
| Adam Proctor | Strategy Director | VML |
| Matthew Austin | Creative Director | VML |
| Nate Martin | Art Director | VML |