LARGO.
A banging Australian lager.
Role
Concept Development
Art Direction
Copywriting
Design
Photography & Film
Finished Art
UNDERSTAND
In October 2023 we launched the brand LARGO Brewing, a partnership between Pinnacle Drinks and Australian rockers Oli & Louis Leimbach from Lime Cordiale. The brand was built off the personality of the boys and leveraged their influence amongst their core group of fans. For the Summer of 24/25, Pinnacle Drinks saw an opportunity to raise the prompted awareness of the brand with Australian lager drinkers, pushing the quality of the liquid while still tying into the aspirational lifestyle of the two brand ambassadors.
POSITION
The mainstream Australian lager market is dominated by traditional, long-standing brands. They give drinkers a feeling of trust and nostalgia knowing they’re getting a no-nonsense quality Australian lager that they love. Early on we identified that LARGO’s brand identity doesn’t resonate with classic lager drinkers in the same way. So we sought to create a campaign that would show mainstream lager drinkers that LARGO is just as crisp and refreshing as the lagers they love, it just looks a little bit different.
Brand Promise
It's a banger.
Ideate
While we were in the process of crafting lines and graphics for the ad campaign, we were informed that LARGO Clean Lager won Best Australian Light Lager at the World Beer Awards in the UK. Straight away we looked at the best way to leverage this recognition of the quality of the beer to resonate with lager drinkers.
We landed on the line “It’s a banger” talking to the quality of the product as well as winking to the music connection through the boys from Lime Cordiale. Visually, we took cues from classic beer advertising, most notably in the BVOD commercial where we used a saturated film treatment of a beer being poured. This looked to draw in lager drinkers through beer nostalgia, showing them that this modern-looking lager tastes as good as their old favourites.
PLAN / Implement
The LARGO campaign launched in October 2024 showcasing the beer front and centre alongside the World Beer Awards medal. The ads will run through the key summer selling period, appearing nationally across billboards, adshells, Spotify, BVOD, point of sale, and digital.
