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Creative

XXXX and Drag Queen Courtney Act Launch Beer-Inspired Budgy Smugglers to Support Queenslanders

Thinkerbell introduces 'Smugglers' and 'Smugglettes' with new campaign

XXXX and Drag Queen Courtney Act Launch Beer-Inspired Budgy Smugglers to Support Queenslanders

XXXX has a proud 143 year history of supporting its fellow Queenslanders and this summer is no exception, as the iconic beer brand releases a range of NEW XXXX Budgy Smugglers available in 'Smugglers' and 'Smugglettes'.

In a bid to help keep Queenslanders safe this summer, XXXX will be donating 100% of its royalties from the must-have cossies to Surf Life Saving Queensland.

Anubha Sahasrabuddhe, CMO at Lion says: “We care about Queenslanders and we want to help keep them safe in the water this summer. Whether at the beach, poolside or out on the boat, Queenslanders can be proud of not just what they’re wearing but the fact that they’ll be helping raise money for Surf Life Saving Queensland, so they can continue their incredible work.”

To launch the beer-inspired Budgy Smugglers, XXXX has partnered with born and bred beach-loving Queenslander, Courtney Act (Shane Jenek), seeing Courtney sporting the 'Smuglettes' and Shane donning the “Smugglers”.

Adam Ferrier, chief thinker at Thinkerbell says: “We wanted to pair an iconic Queensland beer with an equally as iconic Queenslander to make waves for XXXX, whilst carrying on the rich tradition of the brand supporting the community. We’re excited to see XXXX Budgy Smugglers fly as a result this summer.”

The campaign launches this week and extends across earned media, social and digital.

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Credits

Client: Lion

Anubha Sahasrabuddhe: CMO

Chris Allan: Brand Director

Ed Stening: Connections Director

Belinda Wight: Content and Operations Manager

Sophie Breheny: Connections Leader

Zach Workman-Brown: Brand Manager

Kyle Hugall: Creative Strategist

Katharina Basley: Marketing Manager

Sam Pulsford: Marketing Manager

Clare Tsubono: Media Leader

Agency: Thinkerbell

Adam Ferrier: Chief Thinker

Anjana Khallouf: National Head of Earned

Krystel Jenkins: Executive Head Thinker

Olivia Romas: Lead Creative Tinker

Nic Buckingham: Head Creative Tinker

Tarah Miller: Lead Thinker Earned

Sophie Sager: Thinker Earned

Jamie Herman: Lead Thinker

Nick Livingston: Lead Production Tinker

Category: Alcoholic Beverages , Beers