Cascade Brewery Co. launches new ‘Brewed by Feel’ TV commercial directed via Droga5 Sydney
Cascade Brewery Co has launched a new 60 second television commercial called ‘Feel’ which is currently airing in its home state of Tasmania.
The commercial is the first for Cascade from agency Droga5, Sydney since they commenced working with the brand in September 2009.
Shot by Revolver’s Steve Rogers entirely in Tasmania, the TVC features the iconic Cascade Brewery, Australia’s oldest operating brewery, as well as the picturesque Derwent Valley where the majority of the hops for Cascade beers are harvested each March.
The TVC launch comes just a fortnight after Cascade unveiled new, art deco style packaging for its craft beer range, updated packaging for its premium range and a national print and outdoor campaign in a bid to encourage people to revisit the Cascade brews and attract new drinkers to the brand. The campaign is accompanied by a new website, also created by Droga5 – www.cascadebreweryco.com.au
The commercial follows a brewer cycling to work, encountering local farmers, barley fields and even a Tasmanian Tiger along the way. All the while though, he’s talking to the camera – negotiating his path to the brewery by feel.
CUB Marketing Director, Peter Sinclair said of the new campaign: “This campaign really brings to life the Cascade Brewery and our 180-odd years of brewing expertise. The TVC heroes our home and of course, our brewers who pour passion and experience into making beer every day and Droga5 have done a wonderful job in capturing the essence of the brand. We love this ad and we think all of our Cascade fans will love it too.”
For Droga5, the TVC provided an opportunity to unlock some of the latent love that many drinkers have for Cascade as well as bring to life Cascade’s traditional approach to brewing, built on the shared knowledge and intuition of some of the country’s most experienced brewers.
Says Droga5 creative chairman, David Nobay: “The Cascade Brewery in Tasmania is the home of craft brewing in Australia. It’s full of genuine heritage and wonderful yarns and l know that Steve Rogers, Cam Blackley and the team had a great time telling this one; the first of many I’m sure.”
Agency: Droga5 Sydney
David Nobay – Creative Chairman
Duncan Marshall – Executive Creative Director
Cam Blackley – Creative Director
Cam Blackley – Writer
Kirsty Galmes – Art Director
Paul Johnston – Head of Broadcast
Jamie Clift – Business Director
Esther Knox – Account Director
Angus Ingham – Account Manager
Sudeep Gohil – Strategic Planning Director
Toby Harrison – Strategic Planner
Production Company: Revolver
Director: Steve Rogers
Producer: Pip Smart
Executive producer: Michael Ritchie
Cinematography: Geoffrey Simpson
Editor: Alexandre De Franceschi
Post Production: Fin Design & Effect
Cascade (CUB)
Peter Sinclair – Marketing Director
Mim Orlando – Brand Manager
Rachel Veltman – Assistant Brand Manager