Watch: how Foster's 'Brad and Dan' scooped top prize at the IPA Effectiveness Awards

Foster's and its agency, Adam & Eve/DDB took the top prize at the 2014 IPA Effectiveness Awards for the tongue-in-cheek 'good call' campaign. The IPA has produced a short film featuring some of the key people involved in the campaign's development and its impressive impact on sales.

At the end of last year, Heineken-owned Foster's TV-led campaign was commended by the judging panel of the IPA Effectiveness Awards for restoring the struggling brand to market leadership, with the activity credited with generating £32 in revenue for every £1 spent on advertising.

The ads featured Australian comedy duo Brad and Dan as agony uncles who advise men on their relationship problems, in typical tongue-in-cheek Aussie style.

The work drove nearly 70% of Foster’s sales growth in the three years to September 2013.

Awards judge Lorna Hawtin, TBWA\Manchester’s disruption director, said at the time: "The Grand Prix-winning Foster’s campaign is a real fight back story with a happy ending.

"The scale of effect versus competitors and the particular contribution of insight-led creativity to this brand’s obvious resurgence are truly impressive."

This 18-minute mini-documentary features interviews with Hawtin; Lynsey Hurst, Foster's marketing manager at Heineken; Ben Priest, chief creative officer, and Toby Harrison, planning partner at Adam & Eve/DDB; and Tony Regan, co-founder of Brand Performance and one of the IPA Awards judges.

The talking heads chart Foster's 128-year history, from its birth in 19th century Australia; its famous Paul Hogan ads of the 1980s; through to its struggles in the 21st century against a backdrop of recession and changing drinking habits; and its subsequent ad-fuelled rejuvenation to become market leader.

Priest talks about how the idea for Aussie agony uncles Brad and Dan occurred to him on the train back to Sussex ("I thought: 'I can't write this, I'm 42'"), how the campaign's first shoot led him to think his career was over, and how the campaign came to achieve the highest-ever estimated revenue return of any beer campaign in the 34-year history of the IPA Effectiveness Awards.


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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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