James Boag's Pure: Explosions, Yeast

Tasmanian Yeast
Barley hops & water
From the only place it's possible.

Advertising Agency: Publicis Mojo, Sydney, Australia
Creative Director: Micah Walker
Art Director: Kirsty Gavin
Photographer: Dan Tobin-Smith
Art Buyer: Alison Dunlop

February, 2010


monsieurange's picture
520 pencils

Je ne comprens pas!

xcreativity's picture
2374 pencils

same set of ads, not clear what's the message

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hermotsura's picture
254 pencils

it just so happens that i'm a beer freak, so i know what hops, yeast and barley look like. however, to be honest, i doubt many people do. Unless they're targeting a very exclusive group of brewers, aficionados, and hop growers of the world, this ad doesn't make sense to the customer. Otherwise, fascinating. What I might add is that with the concept the agency restrict themselves to well, three ads: barley, hops, yeast. there's no expansion, no exploration. kind of a self-imposed restriction.

also, i don't quite get the visual. what's with the trees? and the room confinement? an explosion of flavor? cool. but why the trees?

roel_bogers's picture
84 pencils

These series are pretty impressive visually. Looks nice. but frankly, I don't get the message.
It all looks pretty but it doesn't communicate at all.

Schirone's picture
98 pencils


i'm here because i'm procrastinating

everartz's picture
7609 pencils

its a nice execution thou but i dont get the message

| Everartz |

Marlus Lau's picture
Marlus Lau
1808 pencils

Me neither.

Imagepro's picture
112 pencils

Me neither.. But what do we know, maybe thats the point, to make us wonder?

David Wolters's picture
David Wolters
5 pencils

Explosion looks nice, but do not understand

David Wolters's picture
David Wolters
5 pencils

Explosion looks nice, but do not understand

mark3r's picture
1949 pencils

No idea what this means.

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