Stone & Wood’s campaign brings laidback surf culture to beer
Stone & Wood Brewing Co, which is owned by Japanese beer giant Kirin via its Australian subsidiary Lion, has revealed its biggest marketing campaign to date using the song Afternoon Delight.
The initiative, also named Afternoon Delight, is set to highlight how beers with mates following a summer beach session, play a part in people’s connection to nature and relaxation.
The brewery, which is located within Byron Bay in New South Wales, revealed that it will be putting a fresh spin on the 1976 classic song, performed by New Zealand Māori actor-musician Troy Kingi, surfer-artist Jaleesa Vincent, and drummer Patrick Rogers.
An indie-surf homage
The track, which was recorded earlier this year, now reportedly gives the old favourite a more contemporary, relaxed feel. Conceived and produced by Monster Children Creative and directed by the filmmaker Hamish Bennett, the advert captures the feeling of laidback long summer afternoons.
Speaking about the campaign, Monster Children executive creative director Matt Pike said: “Before Anchorman, and even before the Starland Vocal Band made it a hit, Afternoon Delight was the name of a happy-hour special.”
Pike explained: “Our take is an indie-surf homage: slow down, reconnect, and share simple but meaningful moments over a Stone & Wood.”
The campaign features a three-minute music video, filmed in the Stone & Wood heartland of Byron Bay and shows a group of friends enjoying life along the coast and contemplating life’s big questions, such as: ‘What’s the biggest wave you’ve ever surfed?’ in a bid to emanate a surfer’s laidback approach to life.
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Bennett added: “All the right elements were there. Great weather. Great song. A great cast, all of whom you’d be keen to have an afternoon beer with. As a director, it was about getting out of the way and letting the moment speak for itself.”
An iconic feel-good song
The video also focuses on the familiar sound of a beer can being opened as a subliminal signal of good times ahead. according to Australian media platform B&T.
Kingi, known for his roles in films such as Hunt for the Wilderpeople is joined by Vincent on guitar and vocals, while Rogers, a drummer for Ruby Fields and other stars including Adam Newling all join in.
Lion head of strategy and creative, craft and premium Paul Tansley said: “We’ve had a lot of fun bringing this idea to life. It’s an iconic feel-good song that captures the relaxed Stone & Wood occasion and just makes you want to get together with friends to catch up over a beer. It was important for Stone & Wood to put our own touch on a classic. We wanted to acknowledge the original song and – of course – pay our respects to Anchorman’s version but make the song and the occasion uniquely Stone & Wood.”
Lion executive general manager, marketing, Glen Brasington added: “The afternoon delight campaign is the largest for Stone & Wood to date, we’re looking forward to seeing people’s reactions and the impact it has to the market.”
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