Buddy Franklin 'kicks carbs not beer' in Thinkerbell's latest for Hahn

In its latest creative work for Hahn, Thinkerbell is encouraging the nation to 'kick carbs, not beer' as the brewer launches its zero-carb beer, Hahn Ultra Zero Carb.

Lauded Aussie kicker Lance ‘Buddy’ Franklin fronts the campaign, literally kicking carbs (a football-shaped bread loaf).

"We set out to make a memorable campaign to mark the success of Hahn Ultra Zero Carb as an innovation – landing that to live a low carb lifestyle doesn't mean giving up great tasting beer," said Hahn marketing manager at Lion Australia, Sammy Russo.

"Buddy is the perfect partner to deliver this – one of Australia's best kickers who literally and figuratively gives carbs the boot with Hahn."

The integrated campaign supporting the launch comes from Hahn's agency village team. In addition to Thinkerbell, which handles earned and creative, the team includes digital agency Affinity and media agency UM. The national media plan spans PR, OOH, social, digital, and radio.

In the lead-up to the launch, cryptic OOH posters teased the 'kick carbs' message, and footage was leaked to Reddit showing Franklin in what appeared to be a new baking show.

[video width="1920" height="1080" mp4="https://images-r2.thebrag.com/mw/uploads/2024/07/Tease_Baking-with-Buddy.mp4"][/video]

"We aimed to create an integrated idea that in a nutshell would help Hahn land awareness that Ultra equals zero carbs," said Thinkerbell’s executive head Thinker, Laura Stevenson.

"By leveraging our Measured Magic and partnering with the iconic Buddy Franklin aka one of the best goal kickers of all time, we are able to inspire the social athlete to kick carbs, not beer with Hahn Ultra Zero Carb."

The campaign for Hahn follows Thinkerbell's latest work for the brand on International Star Wars Day, 4 May, when the agency launched a digital OOH activation: 'Hahn Solo'.

That month, Thinkerbell also reimagined the Lion-managed Guinness' tagline, Lovely Day For A Guinness, for wintertime in the southern hemisphere with a national campaign that offered an unexpected twist on its classic pint motif.

See also: Thinkerbell and Lion launch ‘Lovely Day For a Guinness’ for Aussie winter

Credits Client: Lion Creative, Earned: Thinkerbell Media Agency: UM Digital Agency: Affinity Production: Riot Sound: Otis Studios

-

Top Image: Lance ‘Buddy’ Franklin