Brewing giant and owner of XXXX, Lion, has worked with creative agency Thinkerbell to revive its famous ‘Give a XXXX’ slogan, with the campaign launching on Sunday June 3.

The campaign comprises of TV spots, alongside out-of-home, digital and social media activations. The advertising centres around a dystopian future in which an environment ‘out of whack’ has meant the end of beer, encouraging drinkers to live their lives ‘like beer depends on it’.

Lion’s Chief Marketing Officer, Anubha Sahasrabuddhe, believes the new campaign refocuses the importance of the environment for beer and beer drinkers.

“The platform is a call to arms for beer drinkers to give a XXXX about the things that matter most to them.”

“The idea is about embracing the growing importance and recognition of what the XXXX matters, which shows through conscious effort, people reap the rewards of a good life and things that matter to them the most across the country,” Sahasrabuddhe commented.

Sahasrabuddhe’s sentiments were reflected by Thinkerbell’s National Chief Creative, Jim Ingram, who believes the campaign has particular relevance for residents of the Sunshine State.

“As an iconic Australian brand, XXXX has a role to play in encouraging Queenslanders to care about the things they give a XXXX about – and giving a XXXX can be about anything, the community, your mates or in this case the end of the world, and therefore… The end of beer,” Ingram said.

Out-of-home assets include billboards and posters with slogans such as: ‘Beer needs humans to survive’, and ‘Global warming equals warmer beer’.

The campaign was created in collaboration with media agency UM, while production was handled by FINCH (which provided ad directors The Bobbsey Twins From Homicide), The Editors, and Big Sync.

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