Fat Bastard national out of home campaign
Fat Bastard isn’t your average wine label and they didn’t want an average campaign. This out of home brief was simple: go big, go bold, and put their cheeky wombat front and centre. We delivered a national campaign that couldn’t be ignored, spanning digital billboards, supersites, print, and social. From a wombat in a beret to a bottle so heavy it tilted the billboard, Fat Bastard’s unapologetic voice came to life everywhere you looked.
With hundreds of placements across Australia, “stand out” was the name of the game. Fat Bastard’s wombat mascot was already cheeky and memorable - our job was to amplify that personality while telling a bigger story: yes, the wine is fun, but it’s also full-bodied and flavour-packed. The campaign needed to make people smile, stop in their tracks, and remember Fat Bastard next time they were in the bottle shop.
We took the brand’s pre-existing 3D wombat asset and made him the hero. He wasn’t just a mascot, he became the embodiment of the wine itself. Billboards buckled under his weight, bottles cracked floors in animated spots, and the slogan “No Lightweight” and "Remarkably Full Bodied" drove home the idea that Fat Bastard delivers flavour with impact.
To extend the idea, we created region-specific executions, dressing the wombat in outfits that tied to each wine’s origin - witty, cheeky, and instantly memorable. The campaign ran across landmark placements and social cut-downs, designed to grab attention, spark a smile, and stick in consumers’ minds all the way to checkout.
The Remarkably Full Bodied campaign rolled out across 200+ placements nationwide, including landmark sites like Southern Cross Station, Punt Road, and a wraparound CBD digital billboard, Fat Bastard Wines owned the streets and the feeds.
The creative reached more than 15 million Australians, driving over 25 million impressions across out-of-home and digital placements. Animations, static billboards, and region-specific executions ensured the wombat wasn’t just seen, it was remembered.
The result? A campaign that brought bold personality and full-bodied flavour to life, stopping people in their tracks and cementing Fat Bastard as the cheekiest wine brand on the shelf.
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