MITP Agency creates the longest yeah buoy ever for Gage Roads Brew Co

MITP Agency and Gage Roads Brew Co are inspired by the iconic Yeah Boy meme for their campaign promoting the brewery’s Non-Alcoholic XPA ‘Yeah Buoy’.

Gage Roads Brew Co, who’s turning 20 years old this year, entered the non-alc market earlier this year and the result was the juicy Yeah Buoy XPA with 0.5% alcohol that can be enjoyed anywhere, anytime, without any consequences.

Calle Bolmgren, Senior Creative at MITP, said: “We first executed the idea as a simple Insta Reel outside the Freo brewery for a laugh. It went pretty viral when we launched it, so Gage Roads wanted the idea to be made into a high production film that would tie well with Dry July.”

The film will be sponsored as paid ads on social media channels throughout Dry July and then re-edited for use in the future as well.

Jamie Burnett, Communications Manager at Gage Roads, said: “After launching Yeah Buoy non-alcoholic XPA earlier in the year, we wanted to have some fun with it over Dry July. We spoke with MITP about a campaign that leveraged the timing of Dry July, but focused on the beer, not the timing. The team came back with a few ideas, but the Longest Yeah Buoy Ever pitch was bang on. It was fun, memorable and focused on the brew, not the time of year. Yeaaaaahhhhh Buuuuooooyyyyyyy!”

VIEW THE FILM

VIEW THE INSTA REEL

Credits
Agency & production – MITP Agency
Head of Production (Producer/Director) – Courtney Dagasso
Head of Partnerships – Kylie De Vos
Senior Creative – Calle Bolmgren
Head of Video (Editor) – Tay Kaka
Videographer – Kaleb Woodward
Talent – Edward Hicks
Client – Gage Roads
Communications Manager – Jamie Burnett