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XXXX Beer - Sledging

XXXX Gold, Australia's biggest selling beer and principle sponsor of the England v Australia Ashes cricket series, commissioned a campaign that needed to incorporate the look and feel of Australia's most watched sports channel, the commentator and hall of fame cricketer Michael Slater, combined with the brand assets of the blokey world of XXXX Island. Researching the long history of the Ashes brought up a lot of fun and unusual stories that allowed for a series of ads that both highlights one of the fiercest rivalries in world sport, but also the opportunity to 'sledge' (make fun of) 'the old enemy'.

Project Roles
Art Director, Copywriter, Creative Director, Director
Mammal Advertising
Art Direction, Creative Direction, Producing
Project Industries
XXXX Beer - Sledging