James Squire is a craft beer brand inspired by Australia’s first brewer which for the second year released the world’s oldest surviving beer, The Wreck Survivors’ Ale, crafted from yeast found within Australia’s oldest merchant shipwreck.
The story behind the James Squire brand and heritage lacked awareness among consumers. So, we conceptualised a campaign that would bring its provenance to life and capture the imagination of existing and new James Squire drinkers.
We launched a national competition – The Great Australian Trek – to find four Australians to trek more than 700km from Victoria to Sydney, creating modern history and recreating the epic journey of survivors from the shipwreck in which the yeast was discovered.
We captured content to bring the trek to life which was amplified through owned, earned and shared channels. Additionally, we aligned the release of the beer with the conclusion of the Trek and Father’s Day.