The campaign consists of three Posters featuring old men reacting with surprise to the sight of a bottle of the cider. The suggestion of the campaign is:
“You are never too old for a bit of fun.”
The photos were shot in a suburban bridge club in Melbourne, giving the ads a ‘natural’ ambience. The models are all members of the club and the photographs were taken by Andreas Smetana - a Sydney photographer who is responsible for the still photographs in many successful Australian advertising campaigns.
According to ‘Mumbrella’ - an Australian advertising and marketing publication - the photos are the main elements in Matilda Bay brewery’s first ever outdoor and Print campaign. The advertising agency behind the Posters is Clemenger BBDO Melbourne, which is currently Mumbrella’s Australian Agency of the Year and the AdNews Australian Agency of the Year.
Poster printing for the campaign has already taken place, and the Posters have been placed on billboards in Melbourne, Perth, Sydney and Brisbane. The ads have also appeared in liquor trade publications, men’s magazine Smith Journal, and food, travel and music magazine Frankie.
The cider won the award for ‘Best Australian Cider’ at the 2011 Australian Cider Awards. It is described as having a full, rich flavour, combining sweetness and acidity to give it a refreshing and crisp taste. The apples used are 100% Australian.Get a Free Quote for Posters Get a Free Quote for Print