We were asked by Lion to launch Australia’s first hard seltzer – a drink that’s flying off the shelves internationally. Not only was this a new brand launch, but it was an entirely new product, so needed a look and feel unlike anything in-market. Something to stand out from the crowd and make a memorable first impression.
With a clean slate to work from, we first had to figure out what Quincy was all about. Plenty of benefits (lower carb, lower sugar, light flavour) made it a great all-rounder and a staple afternoon tipple. It is an everyday drink that has nothing ‘everyday’ about it.
We wanted to show the drink in its natural habitat, local backyards bathed in Aussie sunshine. Our campaign took inspiration from Australiana and the joys of everyday life, but showed it as brighter, quirkier and more fun, playing with local fashion. The visuals and music were created as an antidote to being in autopilot and celebrated an opportunity to drink different – a real twist on the everyday.
This was no ordinary ad shoot. We engaged a top fashion photographer and stylist to capture our imagery – a juxtaposition of playful Aussies scenes (such as a Hills Hoist, ride on mower and sprinklers) and sparkling Australian couture, featuring contemporary designers. The result was a series of stunning street posters and 6” content spots, designed to attract attention and shine on digital platforms.