Balter Brewers 'We Love Good Beer' campaign
Balter Brewers 'We Love Good Beer' campaign

A new brand campaign for Balter Brewers titled 'We Love Good Beer' features a literal passing of the microphone from the types of people you normally see starring beer ads, to those who are usually relegated to playing the extras. 

Rather than competing for the same audience as every other beer brand, the campaign is designed to reach beer drinking audiences that advertising normally overlooks – equestrian clubs, homewares enthusiasts, gaming showcases, and hair & beauty communities through direct, online and above the line media.


“This spot is full of the kinds of people we see drinking Balter all across the country. So it’s not really an ad, it’s more of an extremely short documentary, and our hope is that everyone in Australia feels they can identify with someone in it.”- Stirling Howland, Brand Director and Co-Founder, Balter Brewing Company

“I’d like to think we haven’t actually done anything special here. We just looked at the kind of people who already love Balter, and then invited them to sing about it.” - Tom Darlow, Creative Director, Deloitte Creative New Zealand

3x World Surfing Champion and Co-owner of Balter, Mick Fanning says: “They could have auto tuned me or something at least. I mean, come on.”

Supporting the campaign is the Palm Beach Women's Soccer Club who have been sponsored for the season by Balter XPA, and further overlooked sponsorship opportunities will be announced in the months ahead.



The latest iteration of the 'We Love Good Beer' will roll out through a fully integrated campaign across broadcast TV, social media channels, digital display, point of sale, and Balter Brewing Company.



Client: Balter Brewing Company
Brand Director and Co-Founder: Stirling Howland
Art Director: Ben Trueman
Marketing Co-ordinator: Mia Adams

Agency: Deloitte Digital Australia and New Zealand
APAC Chief Creative Officer/Partner: Matt Lawson
NZ Chief Creative Officer: Dan Wright
NZ Creative Director: Thomas Darlow
NZ Senior Art Director: Harry Skelton
NZ Senior Copywriter: Erin Mattingly
Account Service: Abbi Barker (NZ) and Alex Peacock (Aus)
Film Production: Phil Liefting

Production Company: Good Oil
Director: Dave Wood
Executive Producer: Andrew McLean
Producer: Lee Thomson
DOP: Marty Williams
Editor: Dan Kircher
Post Production: Stuart Bedford (Online), Matic Prusnik (Grade)
Audio: Liquid Studios
Sound Director: Peter Van der Fluit
Sound Designer: Craig Matuschka

Published 01 Mar 2023

About the authors

Matt Lawson's profile

Matt Lawson

APAC Chief Creative Officer, Creative, Brand and Advertising

Matt Lawson is the Chief Creative Officer for Deloitte Digital APAC. His work includes creative innovation ideas that have changed the fortunes for people and brands alike. Some of his most famous work includes Brewtroleum, K9FM, Mobile Medic, Made Possible by Melbourne, Telstra Big Pond “Great Wall of China”, and the Playnasium.

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Dan Wright's profile

Dan Wright

NZ Chief Creative Officer, Creative, Brand and Advertising

Dan has spent the past 20 years working at the intersection of creativity and technology. During that time, he’s been able to bring creative thinking to some of the world’s best digital agencies, and bring innovation to some of the world’s best brand advertising agencies. It’s seen him work in New York, London, Melbourne, and Auckland on brands like Nike, Coca-Cola, GE, VW, Samsung, Westpac, Visa, HP, and Pedigree, among many others.

For the past ten years, Dan’s career has been focused on helping to grow one of the world’s top commercial creativity companies - Colenso BBDO. During his ten years with Colenso’s creative leadership, the company has ranked in the world’s top 10 creative agencies seven times, hitting #1 twice. It’s also been the only company to make Contagious magazine’s top five Best & Bravest list every year since it began - also ranking #1 twice. And in 2020, The Cannes Lions global Festival of Creativity named Colenso their Agency of the Decade for the Pacific

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Thomas Darlow's profile

Thomas Darlow

NZ Creative Director, Creative, Brand and Advertising

Thomas is an advertising creative. His work has been quoted by Obama, nominated for an Emmy, and is responsible for the most successful sneaker launch in history. Thomas also wrote the most effective ad on earth in 2020 and 2021, as voted by WARC, the governing body in efficacy in advertising. Outside of ads, he has toured with The Strokes, Kaiser Chiefs, and Of Monsters and Men, played Bonaroo, Coachella, and Governor's Ball, and have a feature film in development with the NZ Film Commission.

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