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Creative
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James Boag Beer Returns to Rugged Tasmania in Latest Campaign

Infinity Squared, 2 months ago

Infinity Squared takes influential photographers on an expedition to Tasmania to document their own experiences of the wilderness

James Boag Beer Returns to Rugged Tasmania in Latest Campaign

Premium Tasmanian beer, James Boag has launched its latest brand campaign in partnership with Tourism Tasmania​ and collaborating partners Land Rover,​ Canon ​& MJ Bale​ to communicate its brand positioning of “Harnessing Rugged Tasmania for people to savour”.

The premium beer brand, refined from the purity of the rugged Tasmanian elements, is championing its Tasmanian roots, through a series of initiatives to inspire adventure & discovery of Australia's most southerly state.

“We know our target consumer lives a fast paced urban lifestyle,” said Marketing Manager Malcolm Eadie, “but the idea of returning to rugged captures the true essence of James Boag in savouring the purity of the Tasmanian elements.”

To launch the activity, James Boag sent city­-based, influential photographers on an expedition to Tasmania to document, through their lens & channels, their own experiences of the Tasmanian wilderness. One photographer's journey, Perth-based Jarred Seng, has been documented in a cinematic film entitled Return To Rugged. The film will be promoted via James Boag & the partners’ social & digital channels as well as featuring in QANTAS Lounges. As Eadie explains, “Partnering with Tourism Tasmania, influencers and local Tasmanian operators seemed like the obvious route as we both share a passion for harnessing for the rugged elements of Tasmania to create refined experiences, for people to savour.”

The expedition took in some of Tasmania’s most iconic wilderness experiences; from scaling Cradle Mountain, fly fishing with Riverfly 1864 in the Western Lakes, shucking oysters at Barilla Bay and soaring above the Tassie wilderness with Par Avion.

Tourism Tasmania CEO John Fitzgerald said their partnership with Tasmanian premium beer icon James Boag on this brand project was a natural one: “Going behind the scenery to uncover the real character and rugged beauty of Tasmania is what our tourism brand is very much about, and this has been captured brilliantly in James Boag latest brand campaign.”

Other photographers, including Jason Charles Hill, Ben Leo Davis, Gabe Hutcheon, David Sark, Benjamin Lee and Vinh Pham, have documented their experience via their social channels and campaign hashtag #ReturnToRugged.

“We needed to create something unique & authentic,” said Managing Partner of Infinity Squared Tom Phillips. “The simple premise behind our approach, was that actions speak louder than words ­- collaboration and partnerships being fundamental to this.”

A broader selection of photographs from the expedition will be shared via the brand’s social and digital channels over the coming months.

The activity is supported by a series of bespoke rugged­lux wilderness travel itineraries, created in partnership with Tourism Tasmania, so that James Boag drinkers can plan and book their own rugged adventures.

The Campaign was developed and produced by Infinity Squared. 

Creative Agency

Executive Producer: Dave Jansen

Strategy Director: Tom Phillips

Project Manager: Gwendolyn Jimenez

Creatives: Melvin J. Montalban

Music and Sound

Sound Design: Josh Beattie

Post Production / VFX

Colourist: Matt Fezz

Production Company

Production Manager: Morgan Taylor

Production Company: Infinity Squared

Production Assistant: Amy Jarman

Producer: Annie Schutt

DOP: Christopher Miles

Director: Dylan Duclos

Talent Acquisition

Talent Acquisition: Vinh Pham

Category: Alcoholic drinks , Beers

Genre: Dialogue , Scenic , Storytelling