HOW TO SPEAK AUSTRALIAN
Foster's hadn't advertised in the United States in over two decades, resulting in a loss of relevance in the market and a general perception as "your father's beer."
The brand needed a revamp and fast. We took the classic "HTSA" campaign, popular among its core older audience and put a modern spin on it, keying in on trending buzz words and phrases popular among a new generation of beer drinkers.
This collection of :15 bite-sized spots skyrocketed sales in the The States, retaining the beer's core older audience, while introducing the massive Oil Can to a whole new generation of drinkers.
Production note: We shot 12 spots in 1 day, in 107-degree heat!
DIRECTOR: CLAY WEINER | AGENCY: DIGITAS, CHI