"At Local Liquor, we live where you live, we love our towns and we're always up for a yarn. Come say g'day!"
In the world of big-box cut-price liquor retailers, Local Liquor could no longer compete on price or range. And they shouldn't want to. Because they've got something no one else does: true-blue local owners who love where they live and support their local community.
Broadcast across TV, web and social, the Locals campaign reminded Australians that when we shop local, everyone benefits. It also meant that we got to meet some pretty colourful characters along the way.
A follow-up series of content pieces for Facebook and YouTube dived a little deeper into their individual stories and also allowed us to hero some of Australia's lesser known (and totally amazing) towns.