Toohey’s New Crew
Lion Australia
Issue 24 | October 2012
Agency
BMF advertising
Creative Team
Executive Creative Directors: Shane Bradnick Creative Director: Justin Ruben Art Director: Alex Booker Copywriter: Phil Sicklinger, Dean Hunt, Nigel Clark
Production Team
Director: Aaron Stoller @revolver Executive Producer: Michael Ritchie Producer: Pip Smart DOP: Simon Duggan Editor: Bernard Garry @ The Editors Post Production: The Editors Sound: Nylon
Other Credits
TV Production Lead: Jenny Lee-Archer Planner: David Hartmann Business Lead: Tony Dunseath Account Director: Emma McJury Account Manager: Daniel Richardson Account Executive: Simon Starr Lion: Brands Director: Jon Bradshaw Marketing Manager: Andy Disley Brand Manager: Anoushka Szlagowska Assistant Brand Manager: Sarkozy
Date
May 2012
Background
Mateship: The ultimate form of friendship. It’s the strongest bond you can have with a person, calling them a mate. And in the world of Tooheys New, it’s that real & meaningful bond that the brand is here to champion across Australia.
Idea
Delivered as instructional guides from Tooheys New, the campaign executions demonstrate how, after being thrown together, sharing experiences, and overcoming some awkward and somewhat undesirable situations, even the most unlikely of relationships can be taken to the next level– that of mateship. Supported with outdoor and messaging on bottles and cans of Tooheys New, the guides give you tips on how to turn anyone, from your father-in-law to your boss, into a mate.
The Supporting Mateship campaign was developed to deliver on the Tooheys New brand positioning of connecting their consumers to friends, family and community. This is exactly what the brand brought to life through advertising as well as the Tooheys New Crew, a team of tradies who bring local communities together to complete projects all across NSW.
To date, the Tooheys New Crew along with local communities have completed numerous projects, from building a brand new Touch Rugby Clubhouse, refurbishing a condemned Surf Lifesaving club to renovating a Cancer After-Care Centre. True to the brand promise, many new mates have also been made along the way.