Steinlager Pure and DDB bring the beat for latest ‘Keep it Pure’ instalment

Steinlager Pure has launched its latest ‘Keep it Pure’ campaign featuring Los Angeles-based Kiwi DJ and television producer Zane Lowe.

In the minute-long spot by DDB, Lowe who is the son of Derek Lowe, one of the founders of the infamous New Zealand pirate radio station Radio Hauraki, speaks of the revolutionary spirit of the station, as scenes from the boat, on which the station was based, play out around him. It ends with Lowe djing at an event. 

The inspiration for the instalment was drawn from New Zealand’s strong legacy of pioneership and the idea that pioneers don’t compromise.

DDB’s executive creative director Shane Bradnick says the new film raises a glass to pioneers who ‘keep it pure’, making it possible for future pioneers to make a difference.  

“We really wanted to convey an exciting true story of classic Kiwi pioneership, something inspiring and relatable to all New Zealanders. The DNA connection between Zane and Derek highlights the idea of keeping it pure paving the way for future generations.”

Michael Taylor, marketing manager at Lion, says the spot is an exciting evolution of the ‘Keep it Pure’ platform, and he’s thrilled to celebrate a group of Kiwis who refused to compromise.

“When Steinlager Pure launched it was a pioneering new beer underlined by a simple promise: four ingredients, no compromise,” says Taylor. “We’re proud to celebrate Kiwis who epitomise that ideal.”

The spot is the first since Born to Defy in 2014 which starred Kiwi freediver William Trubridge. 


Client credits:
National Marketing Director: Craig Baldie
Category Marketing & Sponsorship Director – Beer: Ben Wheeler
Marketing Manager Premium Beer: Michael Taylor
Brand Manager Premium Beer: Kate Abercrombie

Agency credits:
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Shane Bradnick
Creative Director: Rory McKechnie
Art Director: Nicole Sykes
Art Director: Zac Lancaster
Senior Account Director: Jennifer Travers
Account Manager: Michael Doolan
Planning Director: Rupert Price
Executive Producer: Judy Thompson
Senior TV Producer: Samantha Royal

Production Company: Scoundrel
Executive Producer: Adrian Shapiro
Producer: Claire Kelly
Director: Tom Noakes
DOP: Ginny Loane
Production Designer: Neville Stevenson
Offline Editor: Adam Wills

Post Production: Blockhead

Score Composer: Cam Ballantyne

Original Music: “Let It Happen” (Parker) performed by Tame Impala

Music Licensing: Jonathan Mihaljevich, Franklin Rd

Sound Mix: Craig Matuschka – Liquid Studios

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