Made for Yewww

The Made for Yewww campaign perfectly encapsulates the essence of Gage Roads, representing those moments in life where the excitement and energy of anticipation or appreciation are celebrated by you and your mates. Made For Yewww is also a nod to our brewing expertise and that our beers are quality made with taste to suit our incredible Australian lifestyle. With our home in WA the Made For Yewww campaign will lead a considered resurgence as well as expansion plan across the east coast with media kicking off in QLD, followed by the entire eastern seaboard. The collaboration with VML was seamless from the start with the campaign planned with ideas that will span the next few years. We just love the energy and excitement the team have for our products.”

Mick McKeown

Head of Sales and Marketing at Good Drinks Australia

Gage Roads, makers of Australia’s #1 independent craft beer brand, Single Fin, and WA’s 5th largest beer brand, sought to expand their footprint both nationally and within their home state of Western Australia. The challenge was to create a campaign that not only resonated with their loyal WA customer base but also captured the attention of new audiences on the east coast, all while staying true to the coastal, laid-back ethos of the brand.

The coastal lifestyle and the moments that bring people together served as the heart of the campaign. The Gage Roads ethos celebrates the excitement, anticipation, and joy of life’s epic moments—be it a surf session, a backyard barbecue, or a spontaneous celebration with friends. This unique perspective inspired us to create a platform that embodies this energy while showcasing Gage Roads as the perfect companion for these moments.

The “Made for Yewww” creative platform was born as a celebration of the legends, places, and lifestyle that inspire Gage Roads. The campaign captures the excitement of those unforgettable moments shared with mates and mirrors the brand’s coastal roots. Running across film, OOH, radio, and social, “Made for Yewww” highlights the quality and craftsmanship behind Gage Roads beer while connecting with audiences in a fun, relatable way. Bespoke, location-specific executions and vibrant visuals bring the campaign to life, ensuring it resonates across both WA and the east coast.

The campaign has already generated buzz, with the first wave of OOH bringing bold, coastal-inspired designs to Adshels on both coasts. Film assets brought to life by Clockwork Films added a cinematic touch, while collaborations between creatives in WA and Queensland helped shape ideas tailored for national appeal. The “Made for Yewww” platform is set to support Gage Roads’ ongoing expansion, with media launching in Queensland and soon rolling out across the eastern seaboard. The seamless collaboration between VML and Gage Roads established a foundation for long-term growth, with ideas planned to keep the campaign fresh and relevant for years to come.