Lion Nathan has announced a new campaign for its brand Tooheys Extra Dry.

‘The Lab’ is offering an opportunity for an Australian music act to collaborate with a team of international recording artists to create the soundtrack for the brand’s next TVC.

Following a selection process, the winning band or solo artist will have the opportunity to fly to New York to collaborate with music producer Mark Ronson in New York, along with Nick Hodgson of Kaiser Chiefs, Sean Lennon, John Taylor of Duran Duran and members of the The Dap-Kings.

The final track written and produced in The Lab will feature as the soundtrack for the brand’s national advertising campaign, and the winner’s journey will be filmed for a documentary for release in March 2010.

According to marketing manager of Tooheys Extra Dry Josh Gaudry, The Lab concept was designed to maximise the brand’s engagement with the music industry.

“We’ve enjoyed great success over the years with our festival sponsorships and emerging artists programs such as uncharTED, but The Lab really takes that association to new heights,” explains Gaudry.

Peer Group Media, BMF Sydney, Holler Sydney, Zenith Optimedia and Momentum Worldwide have all been enlisted for the Tooheys Extra Dry brand’s campaign, whose history includes its infamous ‘Tongue’ TVC.