Barnardo's : Crack Open A Friendly

Time to tear out a page from the advertising dictionaryFosters is no longer Australian for beer. Instead, the beverage from Down Under is cracking open a new integrated campaign with a welcoming new tagline, courtesy of Ogilvy & Mather. Beer drinkers are now invited to "Crack Open a Friendly" to enjoy some world-famous Aussie hospitality, starting with the Aussie brand's sponsorship of "The Massive Mating Game" at Heavy.com and continuing with a series of online videos and other friendly features at the new Fosters website. "We came up with the idea that Fosters is the elixir of friendship, which mimics the way Australians are perceived," says group creative director John Liegey. "An Australian could walk into a bar anywhere in the world and make five new friends within an hour. So the new campaign plays up that truth about Australians by having the beer reflect that Australian-ness." Adds associate creative director Alastair Green, "A lot of our audience is now looking to the web for entertainment, and with beer advertising, it's an obvious move to push this stuff onto the web. As the technology has progressed, we felt it was a better use of time and budget to reach the target audience by taking everything online."