Ginger giant spotted delivering Mac’s new ginger beer in new campaign via DDB Group Aotearoa

DDB and Lion’s new ‘Mac’s Ginger Giant’ campaign heralds a brand new direction for the well-known craftbrand. The integrated campaign marks Mac’s first foray into the competitive RTD category celebrating Ginger Giant, alcoholic ginger beer made with New Zealand Vodka.

Ginger in flavour and giant in taste, Mac’s brief to DDB was to be bold. The campaign features a series of ‘sightings’ of the Ginger Giant himself as he delivers ginger beer up and down the country from his forest cave.

Says Alison Futcher, senior brand manager at Lion: “Ginger Giant is a big new play for Mac’s and we wanted a campaign that would reflect the product’s personality and put it on the map. We are delighted with the results and look forward to seeing where we can take our giant and who wants to take him on.”

DDB creative director, Veronica Copestack, said the Mac’s Ginger Giant campaign was designed to bring to life the boldness of the product: “We were excited to get to do something new and different for Mac’s. The Ginger Giant is packed with personality and lays down a pretty clear challenge; if you don’t like it, tell the giant yourself.”

Launching in August with outdoor, BVOD, digital and social, the Ginger Giant campaign features a custom built billboard on the corner of Karangahape Road, in central Auckland, which features the giant peering out and reaching over a wall, and is sure to capture attention.

Lion Marketing Director – Annemarie Browne
Brand Director Craft – Todd Gordon
Senior Brand Manager – Alison Futcher
Senior Brand Manager – Ella Fairley
Innovation Lead – Kate Goodwin

Agency: DDB Group Aotearoa
Production Company: The Post Office
Producer: Jackie Gulik
Producer Assistant: Hannah Williams
DP: Steve Gulik
Camera Assistant: Chris Davison