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WA Owned beer brand celebrates the people, places and unmistakable spirit of Western Australia with An unapologetically local campaign.

Gage Roads Brew Co. is putting Western Australian pride front and centre with the launch of its latest brand campaign, ‘It’s WA, Bottled’ – a celebration of everything that makes WA, WA, and a reminder that Gage Roads beer is still locally owned, locally brewed and proudly made right here at home.

At a time when Australia's beer market is increasingly dominated by international ownership, with two overseas beverage groups controlling an estimated 85–90% of the market, Gage Roads is reminding West Australians that where their beer comes from matters. It's WA, Bottled brings this idea to life through a 30-second hero film, supported by a series of static and digital out-of-home executions and social content.

Shot by photographer and director Max Zappas, both the film and campaign photography embrace a raw, real and deliberately unpolished aesthetic. Rather than relying on glossy, overly produced imagery, the campaign captures WA as it actually is: its wild coastlines, big skies, salt air and the characters and the spontaneous moments that make living here something special. Shot using a mix of Super 8, camcorder and digital formats, the film is soundtracked by ‘Lazy Bones’ from Zamrock band WITCH — a track that feels right at home on any ‘up-north’ road trip playlist.

The OOH creative leans into the wonderfully unpredictable reality of a WA adventure. Think heading up north with enough beer for a fortnight but somehow forgetting the bottle opener. Making do with an old beer crate, a fish knife or whatever else is within reach. Inviting new found friends over and discovering there aren't enough chairs – so the carton becomes the next best thing.

Creative direction for the campaign was led by Good Drinks' Head of Creative, Chris Rowson, alongside WA surfer Jacob Wilcox, who also features in the campaign film alongside much-loved ‘Surf-God’ Brenden 'Margo' Margieson. The campaign is underpinned by a simple belief: when something is made, owned and bottled in WA, it carries something of the place in every drop. From the rugged coastline and endless horizons to the independent spirit of the people who call it home, Gage Roads is a reflection of the place it comes from.

WA Owned beer brand celebrates the people, places and unmistakable spirit of Western Australia with An unapologetically local campaign.

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