Dan’s Daily
The Brief
Launch Dan’s Daily as Australia’s go-to digital destination for all things drinks. The goal was to position Dan Murphy’s as more than a retailer — a cultural tastemaker in the drinks and entertaining space — through a stylish, lifestyle-led platform that felt modern, editorial, and highly engaging.
The Idea
We built a bold content ecosystem that reimagined drink culture through a fashion-forward lens. Over 100 assets including motion, food and drink styling, recipes, and educational content brought everyday moments to life with a quirky, elevated twist.
The creative leaned into high-contrast lighting, hard-flash stills, and unexpected set styling to challenge traditional liquor visuals and create a distinct, scroll-stopping aesthetic. Dan’s Daily wasn’t just a campaign it was an experience designed to inform, inspire, and spark cultural relevance across every channel.
Results
46% of those exposed to Dan’s Daily felt more positively about Dan Murphy’s after seeing the campaign
The creative was described as eye-catching and distinctive, standing out from other advertising in the category
Achieved above-average recall among middle management audiences (40%)
Saw strong engagement and receptivity among audiences aged 40+, a key demographic for the brand
Client Dan Murphys
Photographer Lauren Bamford
Agency Tiny Disco
Art Director Amanda Burchell
