Comms Strategy
Concept Development
Partnership Management

4 Is the magic number

Brief

After securing the rights to be the official beer of the Australian Men's Cricket Team, 4 Pines Brewing briefed Monster Children Creative to leverage the sponsorship highlighting the brands dedication to sustainability through their better world strategy with Land Care Australia.

The Work

Leaning into the ‘4’ occasion and reinforcing the 4 in 4 Pines, Monster Children Creative developed the 4 for 44,444 campaign. For every 4 scored in the summer of cricket 2020/21 and 2022/23, 4 Pines committed to planting 4 trees. Utilising Australian mens test captain Pat Cummins in ATL communications, to date 44,444 trees have been planted as part of the pledge. Extending through-the-line, summer activations on and off premise saw the highly successful ‘Buy a 4 Pines to receive a Floppy Green’ campaign rolled out nationally, solidifying 4 Pines as an authentic and culturally credible partner with Cricket Australia.