Lion, in partnership with media agency UM, has placed looking after the environment front and centre of a new media campaign to launch XXXX Zero, Lion’s newest alcohol-free product, and Australia’s first carbon neutral alcohol-free beer.
With a clear brief to launch XXXX Zero in Queensland and build awareness of the brand’s sustainability proposition, UM planned an OOH execution to help reduce carbon emissions and create a placement that aligned with the brand’s mission of “Giving a XXXX about tomorrow”.
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