For any copywriter in Australia, working on a beer brand is the ultimate brief. The clients are ambitious and want work that differentiates, and this platform based on the mystical aspects of Tasmania, where Boag’s is brewed, gave us a lot to work with.
Micah Walker was our creative leader on this, and the platform is his thinking. There is so much more in this campaign that I didn’t work on. One of the best brand platforms to come out of Australia ever, in my opinion.