Steinlager extends 'Be the Artist, Not the Canvas' campaign with new app + print work via DDB NZ

Steinlager Xmas santa_HR.jpgSteinlager has extended its 'Be the Artist, Not the Canvas' campaign with the launch of its new app and print work via DDB Group NZ.

New Zealand's binge drinking culture makes headlines most weekends. Steinlager, decided it was a good time to promote a more sensible drinking attitude.

Steinlager Xmas Tree HR.jpgThe new campaign centres around making fun of friends who have had too much to drink, heroing a sensible drinker at a party who draws random pictures on his mates.

Says Scott Wallace, group account director, DDB: "We needed to demonstrate that you can still have a good night out without getting messy, and without sounding like a lecture from your dad.

"We're a nation that thrives on good times and humour, but as time goes on we also understand that real success is finding the balance. Steinlager has taken the initiative to talk to their consumers - demonstrating through creative imagery why less is more and why they should want to aspire to be the artist, not the canvas."
The campaign, which launched 1 October, developed by DDB and Lion, uses humour to encourage better drinking behaviour - to be the artist, not the canvas.
Art director and copywriter, Gavin Siakimotu and Natalie Knight, suggest the internet is full of pranks played on those who have had a bit much to drink. Naturally, the spotlight is usually on the prankee, rather than the pranker. The campaign aims to give kudos to the person who retained enough of their wits at the end of the night to put pen to forehead, and demonstrate that the sensible drinker can also be the most fun at a party.
As well as the new commercial, the campaign also includes outdoor, magazines and a 'Be the artist' app. The app provides the tools for Kiwi's to make and share their own masterpieces.

Says Liz Read, external relations director for Lion: "The scenario portrayed is one most people can relate to and it's this realistic approach that often resonates rather than the scaremongering we normally see. It's about making heroes of those on the right side of the fence to influence social norms."

Production company The Sweet Shop and director Damien Shatford produced the spot for DDB which saw the three parties enjoy another great collaboration.

Says Shatford: "When I read the script I knew it was going to be a fun project. It's great to explore how we take the examples of our culture and turn it into an interesting art form with a message."
Client:  Lion
Brand Marketing Manager - Lion: Danny Phillips
Marketing Manager - Steinlager: Todd Gordon
Marketing Manager - Steinlager: Dave Pearce
Senior Brand Manager - Steinlager: Michael Taylor
Assistant Brand Manager - Steinlager: Ali Futcher
Agency: DDB
Copywriter: Natalie Knight
Art Director: Gavin Siakimotu
Creative Director: Chris Schofield
Creative Director: Regan Grafton
Executive Creative Director: Andy Fackrell
Group Business Director: Scott Wallace
Account Director: Susie Darling
Account Manager: Jonathan Rea
Silk TV Production: 
Executive TV Producer: Judy Thompson
Agency Producer: Rosie Grayson
Agency Producer: Tania Jeram
Agency Producer: Jane Mill
Production Company: The Sweet Shop
Director: Damien Shatford
Producer: Ben Dailey and Lynnette Gordon
Executive Producer: Fiona King
Director of Photography: Andrew Stroud
Photographer: Troy Goodall (IDC)
Music: Roland Brown and Liquid Studios
Retoucher: Jo Bayliss
Media:   ZenithOptimedia
PR:  The PR Shop
Director: Pippa Lekner
Account Manager: Alisa Keall-Grant
Account Executive: Tom Frankish


Paid for by client said:

Big proper shoot, using DDB staffers as the talent

Funny stuff said:

Like the next steps taken re Xmas.

What a great awards platform to perform scams on.

Writer said:

"Be the Piss Artist not the canvas."

Talbot? said:

Regan Grafton is credited on this despite working at Draft FCB for the last 2 years. Obviously dredged up for a little awards splash on a short year. Surprised Toby Talbot didn't get his name on it too...

Yes said:

Despite one of Regan's oldies. Schofield got his name on it as he always does.

hmmmm said:

Still not convinced by the message of these ads, and the art direction? Might as well have just published the scamps...

Leave a comment


A blog for advertising creatives in New Zealand. To pass on news or advertise on the blog, email To subscribe to Campaign Brief Magazine click here or download the subscription form. Magazine subscribers receive complimentary access to the online magazine archive (including current issue).

Latest jobs

Retrieving latest jobs