Call it a bloody outrage but believe it or not, beer consumption in Australia is in decline. 59% of adults moderate their alcohol intake. This carb conscious, calorie-counting, kale crunching nation is actively aware of their mind and body.  Australia’s relationship surrounding beer has transitioned with stereotypes of the ‘stubbie guzzling’ larrikin, exchanged for hard working blokes with an emphasis on ‘memorable’ experiences with mates in the great outdoors – not wasting weekends in bars.

Great Northern Brewing Co’s SUPER CRISP has been the most successful beer launch in Australia for 10 years. In a market with over 2000 choices of beer we needed to find new ways to continue to connect with our audience beyond traditional advertising.

The brief:

Inspire Aussie mates to spend less time sitting on bar stools and more time with their mates reconnecting outdoors.

The Objective:

Inspire Aussie mates to find their own True North.

Filmed in far North Queensland, True North is about as rugged and magical as it gets. The filming and locations were a sensational snapshot of this great land and had national appeal. The True North story ran across National Geographic TV and digital including programmatic distribution as well as optimised social and digital distribution across Facebook, Instagram and YouTube.

Matt’s only just getting started. His popularity is booming and his down to earth nature brings a refreshing honesty that lends itself to a long term, mutually beneficial brand partnership. Matt would be the first to tell you, we haven’t conquered it all. Signing Matt to a 2-year deal ensured the boys will be back out there searching for their true north, whether it’s gullies accessible only on horseback or kayaking down remote rivers, their reconnection story has only just begun.