Digital Kitchen

Modern Brewery Age, August 30, 2004

Digital Kitchen of Chicago, IL, has put the final touches on four 15-second TV commercials for Australia's largest alcoholic beverage consortium the Foster's Group. The quartet of Foster's Lager ads were developed in conjunction with agency Ogilvy & Mather (NY). The spots, entitled "Boomerang," "Counter-Clockwise," "Downward," and "Sydney Harbor Bridge" break in American and overseas television markets this summer.

According to DK, the intent was to illustrate, in literal terms, "the one-of-a-kind experience in drinking a Foster's Lager." The resulting work utilizes high speed macro-photography, digital effects, graphics, and music. According to Digital Kitchen's Chief Creative Officer, Paul Matthaeus, it was imperative for the creative team to capture the spirit of Foster's, while developing an "ownable" look for the brand. "The big challenge for brewers these days is articulating an attitude that stitches back to the product," comments Matthaeus. "Foster's "Australian for Beer" is a highly resonant tagline. Our job was to connect that thought with the actual product. More and more, it seems that's our sweet spot." The Foster's work comes on the heels of popular television commercials Digital Kitchen produced on behalf of Budweiser and Kirin. DK's Executive Producer, Don McNeill, says, "We've enjoyed this category immensely because it embraces great creative work. The beer companies strive to push the envelope, and the agencies seem to have their finger on the pulse of the demographic. When you add Digital Kitchen's kinetic imagery to that mix, it's a very powerful combination."