James Boag tunes into new marketing campaign

Posted by AFN Staff Writers on 19th October 2015

Lion beverage James Boag has launched a new marketing campaign featuring an instrument that turns meteorological readings into musical symphonies.  


Hoping to promote its Tasmanian heritage, James Boag created the instrument which includes nine bronze singing bowls and a central ‘tongue drum’. Data from a weather station, including wind speed, humidity and atmospheric pressure, is feed into the instrument in order to create a symphony of drumming and chiming.


Jack Mesley, Lion Brand Director, said that the instrument was made to bring to life James Boag’s brand story in a interesting and unexpected way. Lion believes that the musical instrument showcases how James Boag draws on the rugged landscape of Tasmania


BAFTA winning composer, Nick Ryan, designed the instrument which recently had its debut performance Ben Lomond National Park in Tasmania.