Last night saw the campaign launch for Hahn Ultra Crisp—an innovative new product by the pioneering Australian beer brand Hahn. The TVC was created by Thinkerbell Sydney via Finch.
Five years in the making, Hahn Ultra Crisp boasts a revolutionary new brewing process using rice to create a cleaner, crisper tasting beer that also happens to be totally gluten free — the first of its kind in the world.
Says Amy Darvill, brand director, Lion Australia: “Living an active lifestyle is a massive trend that’s obviously showing no signs of slowing, yet the beer category isn’t currently bringing anything bold or meaningful to the space.
“In Hahn Ultra Crisp we have developed a highly innovative new product that’s lower carb, 99% sugar free and preservative free as well as being gluten free. But best of all, it tastes just like a great beer should.”
Says Gerard Smith, marketing director, Lion: “This isn’t beer as usual, so our communications needed to reflect that. Because of its unique attributes we’ve positioned Hahn Ultra Crisp as a beer with a bold attitude that brings a bit of edge and interest to the category.”
Creative agency Thinkerbell delivered the new campaign “Ultra Good Inside”, which follows the journey of a young guy on his way to a party while his head keeps changing to reveal all the different aspects of the lifestyle he leads.
Says Ben Couzens, chief creative tinker, Thinkerbell: “On the outside Hahn Ultra Crisp has a modern, urban feel and attitude to it, while on the inside it’s a great, lower carb, gluten free beer. We’ve created something with an arresting visual style, but also talks to the quality of the beer”.
LA-based director Tomas Mankovsky directed the ad, which subverts many of the more traditional tropes of beer advertising.
Says Smith: “We wanted to create a unique visual feel that was darker, edgier and slightly brooding in its execution. Hahn Ultra Crisp brings a sort of punk rock mindset and bold attitude that’s refreshing in a world distracted by beach yoga and quinoa.”
Thinkerbell was appointed to lead the creative work for Hahn Ultra Crisp after a competitive pitch.
Brand: Hahn Ultra Crisp
Marketing Director: Gerard Smith
Brand Director: Amy Darvill
Head of Creative Strategy: Kyle Hugall
Senior Brand Manager: Chris Allan
Brand Manager: Brooke Tracey
Creative Tinker: Tom Wenborn
Lead Thinker: Nikia Shepherd
Chief Creative Tinker: Ben Couzens
Chief Thinker: Adam Ferrier
Producer: Di Nash
Director: Tomas Mankovsky
Post Production: Blackbird
Sound: Risk Sound
Music: Rocstrong – Go ‘Head