Maurice Moynihan

← Advertising / File 03

The Winter Migration

Client: Great Northern Brewing Co. 1House File 03 of 14
The Winter Migration for Great Northern Brewing Co. Campaign image.
Exhibit 03-A

As temperatures headed south, we documented traveller's heading north in search of sunshine and beer.

Great Northern is Australia’s biggest beer. However, to solidify the brand in the minds of Australian beer lovers we needed to take our community from ‘big’ to ‘engaged’ by increasing our impact on social. Using social listening and audience insights, we capitalised on the trend of people from the cold, southern states flocking north to Queensland, the Sunshine State, to escape winter. We leveraged the seasonal influx of people into Great Northern’s heartland, to showcase what we stand for - time in the Great Outdoors with mates - and create an ownable social media movement, the Great Northern Winter Migration.

The Great Northern Winter Migration followed the format of a nature documentary, narrated and led by comedian Broden Kelly. Akin to an animal migration, we followed the travellers’ journeys north, celebrating the humorous highs and lows en route as they made their way to warmer weather and cold holiday beers.

Exhibit 03-B — the film. Nothing loads until you press play.

Winter is Coming

Exhibit 03-C — the film. Nothing loads until you press play.

The Flock Takes Flight

Exhibit 03-D — the film. Nothing loads until you press play.

Leaving the Nest

Exhibit 03-E — the film. Nothing loads until you press play.

Budgie Smugglers

Exhibit 03-F — the film. Nothing loads until you press play.

Separated From the Herd

Exhibit 03-G — the film. Nothing loads until you press play.

Watering Hole

Exhibit 03-H — the film. Nothing loads until you press play.

Compass

Exhibit 03-I — the film. Nothing loads until you press play.

Weather Report

Exhibit 03-J — the film. Nothing loads until you press play.

Outfit Change

Exhibit 03-K — the film. Nothing loads until you press play.

First Beer

Exhibit 03-L — the film. Nothing loads until you press play.
The Winter Migration for Great Northern Brewing Co. Campaign image.
Exhibit 03-M
The Winter Migration for Great Northern Brewing Co. Campaign image.
Exhibit 03-N
The Winter Migration for Great Northern Brewing Co. Campaign image.
Exhibit 03-O
The Winter Migration for Great Northern Brewing Co. Campaign image.
Exhibit 03-P
The Winter Migration for Great Northern Brewing Co. Campaign image.
Exhibit 03-Q
The Winter Migration for Great Northern Brewing Co. Campaign image.
Exhibit 03-R