Carlton & United Breweries has launched a new social-first adventure and interview series for Great Northern Brewing Co in partnership with creative agency Clemenger BBDO.

The new campaign, titled, 'Long Way for a Beer', features well-known Australians embarking on adventures in Far North Queensland, with the goal of integrating Great Northern Brewing Co into popular culture. The first season of the series has launched with global music superstar and athlete, Cody Simpson.

The series is created in partnership with YouTube sensation and filmmaker Beau Miles, known for his outdoor adventures. The six-episode YouTube series is part adventure show, part interview show, with each episode featuring an adventure in a remote Far North Queensland location, followed by a campfire interview.

The campaign was led by Clemenger BBDO, in collaboration with its recently formed social, PR and influence practice Chemistry Set, in-house agency partner 1House, and PHD. The series will be promoted across social platforms, media amplification, and Out-Of-Home advertising. Teasers for the season launch and each guest’s adventure and interview episode will be released on Meta and YouTube, with the series premiering on YouTube.

The campaign aims to build on Great Northern’s strong brand story, fuel further growth and cement its icon status as Australia’s number one beer. The first episode of the campaign went live on YouTube on Tuesday 8 October 2024.

Marketing Manager of Great Northern Brewing Co, Zac Gelman, said: "The Great Northern brand was built in the Great Outdoors and the Far North. We're thrilled to use this setting as a showcase to create Australia's next adventure and interview series, in which we re-connect famous Australians with Australia's Great Outdoors."

Clemenger BBDO Executive Creative Director, Ant Phillips, said: "With Long Way for a Beer, we wanted to continue Great Northern’s authentic story, but tell it in a modern and progressive way. As the beer that believes nature brings out the best in our nature, we enlisted the best natured person we know in Beau Miles to take some Australian legends on some unique adventures. The six part adventure and interview series is the beginning of Great Northern’s move into entertainment and we’re excited to bring it to life."

Clemenger BBDO Chief Creative Officer, Adrián Flores, said: "Great Northern is more than a beer, it’s a true lifestyle. We’re excited to be bringing its many fans more ways to enjoy the brand and what it represents to them."