Lion's XXXX is marking Queensland Day with a unique campaign that highlights 146 years of cultural history through archival imagery. The campaign is live across Brisbane for a single day, aiming to showcase XXXX's historical significance in the region.

The beer brand, which has been brewed in Queensland since 1878, is often referred to as the 'Pride of Queensland'. The campaign features images from both public and private collections, specifically adapted for bespoke sites around Brisbane. Notable images include the Birdsville Races in 2008, John Howard and Kevin Waters in Milton in 1998, cartons in flood in Milton in 1974, GIs on the back of the Castlemaine Truck in Brisbane in 1942, and a bar in Brisbane in 1932.

The campaign is a collaborative effort between creative agency Thinkerbell, media agency UM, and social agency We Are Social.

Jonny Rands, Thinkerbell's Executive Creative Tinker, stated, "We’re always on the lookout for authentic ways to bring brands and culture together, and with XXXX, there’s plenty. It’s a beer that’s been part of Queensland for ages. As we dug through the archives, we uncovered so many great moments that felt worth sharing with the state on a day that’s all about celebrating Queensland."

Sam Pulsford, XXXX's Senior Marketing Manager, expressed the brand's longstanding connection to the state, saying, "XXXX has always been a great mate to the sunshine state. We’ve been proudly at the heart of important social and cultural moments in Queensland for well over a century, and Queensland Day is the perfect time to honour that."

The campaign's imagery is designed to resonate with Queenslanders by highlighting significant moments in the state's history. The initiative is part of XXXX's ongoing efforts to maintain its cultural relevance and connection to Queensland.

In addition to this campaign, XXXX has recently expanded its product line with the introduction of XXXX Ginger Beer, marking its entry into the ginger beer category. This move indicates the brand's strategy to diversify its offerings while continuing to celebrate its heritage and connection to Queensland.