Product / ServiceJOHN BOSTON
CategoryA02. Copywriting
Idea Creation M&C SAATCHI Sydney, AUSTRALIA


Name Company Position
Cam Blackley M&C Saatchi Chief Creative Officer
Avish Gordhan M&C Saatchi Executive Creative Director
Mandie van der Merwe M&C Saatchi Executive Creative Director
Andy Flemming M&C Saatchi Group Creative Director
Luke Simkins M&C Saatchi Senior Art Director
Anthony Lockhart M&C Saatchi Strategy Director
Sophie Beaumont M&C Saatchi Producer
Vanessa Boueyres M&C Saatchi Group Head
Helene loakimidis M&C Saatchi Senior Account Director

Cultural/Context information for the jury

In a country famous for cold lagers such as VB and Carlton Draught and mass produced craft labels such as James Squire, John Boston needed to stand out amongst glossy, predictable, mainstream beer advertising. Long copy posters allowed us to create advertising as crafted as the beer itself. The copy was endlessly refined to tell john Boston’s story with wit, intelligence and humour. More importantly, the campaign stood out and commanded attention. John Boston’s failure as a brewer also echoed the multiple failures of the Australian rail system. Their (and we’re being kind here,) ‘adequate’ service led to constant delays and large crowds of impatient commuters on most city platforms. Bereft of reading material due to patchy underground network coverage, the cross track long body copy poster allowed us to tell an amusing story before the next 1980s built, un-airconditioned train rolled into the station.