James Boag’s: FASCINATORS

Credits & Description:

Advertiser: LION
Agency: PUBLICIS MOJO
Category: Small Scale Special Solutions
Advertising campaign: FASCINATORS
Art Buyer: Alison Dunlop
Photographer: Derek Henderson
Other Credits: Partner - Lois Donaldson
Other Credits: Account Director - Andrew Howie
Producer: Chris Beghin
Art Director: Dave Gibson
Account Manager: Earth Luechaikajohnpan
Creative Director: Pim Van Nunen
Planner: Fran Clayton
Copywriter: Nathan Lennon

Ambient Execution Description
We handcrafted a collection of James Boag’s Draught Fascinators (headpieces), each designed around themes of male awesomeness, and made them available exclusively to men who visited our branded marquee throughout the Melbourne Cup carnival. Men could browse the collection while lining up at the bar for a James Boag's Draught, before picking their favourite fascinators and parading them around the marquee and surrounding areas of the racetrack. Guys wearing James Boag’s Fascinators became living, breathing and drinking pieces of ambient media, piquing the interest of other men and drawing them into our marquee, where they claimed their own fascinators, drank our product, took photos and shared them with their mates online.