James Boag - Harnessed - The Integer Group® Australia

Rugged. Refined. (Restricted)

James Boags


Rugged luxury does not come cheaply. So to bring to life James Boag's Rugged, Refined beer brewed in Tasmania, we needed to think differently to ensure maximum impact with a premium feel. On a restricted budget, our creative was inspired by the wilderness of Tasmania, while our campaign was positioned around James Boag's sponsorship of the famed Melbourne Cup.