Lion and Thinkerbell show how good life is in latest ‘Give a XXXX’ spot

Lion has launched the latest iteration of its ‘Give a XXXX’ campaign via the brewers creative agency of record, Thinkerbell.

The tongue-in-cheek platform was first launch last July, touching on the positive outlook that Queenslanders take towards ‘living the good life’.

The latest iteration is set to Montell Jordan’s hip hop track ‘This Is How We Do It’, featuring a group of Queenslanders engaged in a highly competitive beach cricket game, with a dock standing in for the cricket pitch.

Lion’s head of marketing – core beer, Chris Allan, said: “This bright and bold new work reminds us that the aspirational QLD lifestyle at its core is social and fun. The good life, and the things that really matter to Queenslanders, are often achieved with a little resourcefulness and creativity. XXXX is quintessentially Queensland and for 145 years we’ve demonstrated that with some conscious effort, everyone can reap the rewards of the good life and celebrate all of the things that matter to them the most. Life’s good when you give a XXXX.”


Thinkerbell’s national chief creative, Jim Ingram, added: “We hope we’ve captured a bit of Queensland ingenuity in this work, without overcomplicating things. Not everyone has the time or a desire to have a two week glamping adventure into the Daintree. It’s amazing what you can do with an old jetty, or a car winch these days.”

Thinkerbell was appointed as Lion’s creative partner in 2021, and has since worked on a number of campaigns including a masterbrand ‘brewery duty’ call out, XXXX State of Original activation and a new platform for Hahn.

The new campaign rolls out in Queensland across TV, OOH, radio and social.


Client: Lion
Creative Agency: Thinkerbell
Media Agency: UM
Film Production: Mofa
Stills Production: Pool

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