Lion Beer Australia's Iron Jack has partnered with Australian Working Dog Rescue International (AWDRI) to showcase the bond between man and dog.
As part of the partnership, Iron Jack has unveiled a campaign titled 'Thirst Crushing Refreshment', developed by Ogilvy in partnership with UM and Geometry Global, which aims to highlight the qualities of a good man.
The spot opens with a man moving stones with his dog by his side who is also digging the mud. Both travel towards a local pub and the man, on going inside, is offered a beer by the bartender. However, the man asks for water first for his dog and then drinks the beer.
The campaign will be supported by radio, OOH and will have digital and social activity planned by Ogilvy.
Iron Jack has further committed to help AWDRI save more than 1,600 dogs.
Iron Jack’s partnership will provide AWDRI with financial and marketing support, and volunteer hours from its marketing team, enabling AWDRI to continue its efforts rescuing working dogs across Australia. The organisation provides vet work, training, rehoming and increasing fundraising and awareness opportunities.
Iron Jack’s partnership with AWDRI also follows the launch of its “Beers for the Bush” campaign to raise $1m for farmers affected by drought, supporting Rural Aid. Iron Jack will donate $1 from every carton sold nationally, and 50 cents from each schooner of Iron Jack sold at selected regional venues to help support local relief efforts led by the charity.
Toby Harrison, chief strategy officer at Ogilvy Australia, said: “Australia has changed so much in the last two decades. And for many men, the world they find themselves in is complex.
"Their roles and responsibilities have grown and what is expected of them has become harder to navigate. Whilst a lot has changed, what it takes to be a good bloke hasn’t. And we wanted to send a simple message to Australia to remind them of that."
Amy Darvill, Lion’s Portfolio marketing manager of contemporary brands, said: “The hero of the film is a handy, switched on sort of guy – but he’d be the last to admit it. He’s the sort of bloke everybody wants to have around or be around. While at the end of a hard day there is nothing better than an ice-cold Iron Jack, a good bloke looks after those around him first. That’s just the kind of guy he is."
