Lion and Thinkerbell are back at it with a new campaign for XXXX Summer Bright Lager, promoting the beer as a drink for all seasons.

The work, which is now live across social, digital and out of home, leverages the insight that in some places it feels like summer all year round.

"The Sunshine State doesn’t really have spring, autumn or that other one, it just feels like summer all year round. Maybe that’s why they end up creating their very own seasons," said Chief Creative at Thinkerbell, Tom Wenborn.

As part of the campaign, XXXX has created the Summer Bright Ice Bucket Hat, a dual-purpose item that serves as both a hat and an ice bucket for beers. An Instagram competition will be held in late April where participants can win a Summer Bright Ice Bucket Hat.

"Launching a campaign for a summer beer in a place where summer never ends, is a great opportunity. For Australians it’s summer and the good life all year round, and even if you’re not in Queensland you can taste what it feels like anytime with a XXXX Summer," said Lion’s Head of Marketing, Core Beer, Chris Allan.

Lion recently became Australia’s first large-scale carbon neutral brewer. The company's core beer portfolio includes brands such as XXXX, Little Creatures, James Squire, Stone & Wood, Emerson’s, Speights and Panhead.