Why the Hell Not?
In 2015 Foster’s faced a problem. The new generation of lager drinker was going out less and was more cautious about life than ever before. It was time to hang up the laidback no worries advice line for a bit and get this new audience out of their bedrooms and grabbing life by the macadamias. We needed to evolve from ‘lean back’ to ‘lean in’ in order to appeal to a younger generation of lager drinkers.
Helluva Tour
‘Why the Hell not?’ was a new brand idea that encouraged drinkers to lean into life. But they weren’t going to listen to us. They needed a more authentic, trustworthy voice to show them what happens when you don’t ask “why?” but say “why the hell not!”.
For the first time ever and in true ‘why the hell not?’ fashion, we gave the brand to our target audience and made a TV show for Channel 4. One gold van, 4 strangers, and a 17,000 mile drive, Helluva Tour follows 4 ordinary 20 somethings as they jack it all in and drive to Oz all for a pint of Foster’s.
Creative Credits: Aidan McClure, Laurent Simon, Ben Stilitz, Colin Booth, Ben Priest