John Boston: Brewed in Honour of Legends, 1

M&C Saatchi Sydney has released its first campaign for John Boston craft beer that taps into the unexpected legend behind the man that inspired the tasty drop. John Boston, a jack of all trades, master of none, landed on our shores more than 200 years ago. He crafted Australia's first beer in 1796 using corn, bittered with love-apple stalks, but when it failed the taste test of local guards in Old Sydney Town, Boston jumped ship to America. Sadly, he never made it, eaten by cannibals somewhere in the South Pacific. Unlike John, his beer, an award-winning, easy drinking craft beer, lives on today. However, much like John, the beer had little brand awareness. In order to get people drinking and sharing it proudly, the team at M&C Saatchi has created an out of home and digital campaign that celebrates the fact John Boston beer tastes amazing, and according to cannibals, so did John Boston. "Brewed in honour of legends' remembers the harebrained ideas, the silly failures and, most importantly, the spirit of the great man to carry on. The campaign introduces the legend of John Boston with the platform offering the flexibility to celebrate other unexpected legends. The campaign is led by out-of-home posters on train station platforms that detail the journey of the man who inspired the beer, supported by digital out-of-home and social.