XXXX taps into history in new campaign celebrating Queensland Day via Thinkerbell and UM

XXXX has launched a campaign to remind Queenslander that they’ve been the state's beer for over 146 years, as Queensland Day celebrations take place across the state.

Brewed in Queensland since 1878, XXXX has spent more than a century establishing themselves as the Pride of Queensland. From supporting Queenslanders during tough times to backing the Maroons in every Origin.

The campaign, developed by Thinkerbell and UM, features archival imagery and a few famous faces with the placements live across Brisbane for one-day only, celebrating XXXX’s place in culture and the moments that have shaped Queensland.

An archival researcher was enlisted to uncover the best images from both public and private collections, with each one adapted for a bespoke site in Brisbane.

“XXXX has always been a great mate to the sunshine state," Sam Pulsford, XXXX Senior Marketing Manager, said.

"We’ve been proudly at the heart of important social and cultural moments in Queensland for well over a century, and Queensland Day is the perfect time to honour that.”

Thinkerbell Executive Creative Tinker, Jonny Rands, added: "We’re always on the lookout for authentic ways to bring brands and culture together, and with XXXX, there’s plenty.

"It’s a beer that’s been part of Queensland for ages. As we dug through the archives, we uncovered so many great moments that felt worth sharing with the state on a day that’s all about celebrating Queensland."

The archival images will run on select sites across Brisbane today only in celebration of Queensland Day.

Credits

Creative agency: Thinkerbell
Client: XXXX
Media: UM
Social: We Are Social
Production: Birdsville Races, 2008: Image credit Bill Watson,
John Howard & Kevin Waters, Milton, 1998: Image credit Newspix,
Cartons in flood, Milton, 1974: Image credit Newspix GIs on back of the Castlemaine Truck, Brisbane, 1942: Source: State Library of Queensland Bar, Brisbane, 1932: Image credit unknown

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