Lion Nathan’s “Pure Island” campaign for Boag’s earned a Silver Film Craft Lion for Sound Design at Cannes International Advertising Festival 2010. Airing nationally in Australia in late 2009, the spot reveals a hidden night world in the unspoilt wilderness of Tasmania, a large island south of the Australian mainland. Strange natural phenomena come together in the night, culminating in the discovery of the Boag’s brand. “The Only Place It’s Possible”, the end tag line, is inspired by the product’s recipe, which is made with only four pure ingredients grown on and sourced from the Island – making Tasmania the only place in the world this beer can be made, and the only beer of its kind.
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The Pure Island campaign was developed at Publicis Mojo, Sydney, by creative director Micah Walker, copywriters Justine Armour and Grant McAloon, agency producer Sacha Loverich, account director Simon Ludowyke, planner Nicole Milward, account manager Tara Seymour.
Filming was shot by director Noam Murro via Revolver, Sydney, and Biscuit Filmworks, Los Angeles, with executive producer Michael Ritchie, producer Shawn Lacy, and director of photography Simon Duggan.
Editor was Stewart Reeves at Guillotine, Sydney.
Post Production was done at Animal Logic by VFX supervisor Colin Renshaw, post production producer Melanie Wickham and art director Toby Grime.
Zenith Optimedia was responsible for channel planning and media execution for the campaign.