Hahn SuperDry has unveiled its latest campaign, ‘Never Settle’ via Ogilvy Sydney, which urges consumers to get out of their comfort zone as that might be holding them back from living all that life has to offer.
At the forefront of the campaign is a film that will tell stories of some unlikely heroes who launch themselves out of their own comfort zones to realise each of their own dreams. This action sees them literally catapulted off the couch to a better version of their lives – into the outside world and right into the action.
Harking back to Founder and Brewmaster, Chuck Hahn’s own story, the films aim to challenge every day Australians stuck in their comfort zones to ‘Never Settle’, to get themselves off the couch to chase their dreams.
Jack Mesley, Brands Director for Lion, says that the objective of the campaign is to build more consumer engagement through the establishment of true brand meaning for Hahn.”With this campaign Hahn aims to create powerful connections and compelling executions to drive engagement and lift awareness, which talks to this ‘Never Settle’ attitude in an inspiring and uplifting way,” added Mr Mesley.
Ogilvy’s Executive Creative Director Derek Green says, “It was important that we didn’t take ourselves too seriously as we’re a beer brand encouraging people to never settle and start collecting experiences, and why not celebrate those new experiences by never settling for an ordinary beer.”
Mr Mesley explains how Hahn will not only launch in a big way, but also start to ‘walk the walk’ through the creation of money-can’t-buy-experiences for consumers to follow their passions and do the things they’ve always wanted to do (but haven’t had the courage to do).
‘Never Settle’ launched in outdoor communications on the October 2. The film is slated to drop on to screens nationwide from the October 9.