Title | BEER IS CURRENCY |
Brand | LION NATHAN AUSTRALIA |
Product / Service | TOOHEYS NEW |
Category | B02. Consumer Products |
Entrant | SAATCHI & SAATCHI Sydney, AUSTRALIA |
Entrant Company: | SAATCHI & SAATCHI Sydney, AUSTRALIA |
Advertising Agency: | SAATCHI & SAATCHI Sydney, AUSTRALIA |
Media Agency: | OPTIMEDIA Sydney, AUSTRALIA |
Credits |
Name | Company | Position |
---|---|---|
Steve Back | Saatchi & Saatchi | Executive Creative Director |
Dave Bowman | Saatchi & Saatchi | Creative Director |
John McKelvey (Southpaw) | Saatchi & Saatchi | Copywriter |
James Ross-Edwards (Southpaw) | Saatchi & Saatchi | Copywriter |
Peter Galmes (Southpaw) | Saatchi & Saatchi | Art Director |
Jules Jackson | Saatchi & Saatchi | Agency Producer |
Justin Kurzel | Cherub Pictures | Director |
Michelle Bennett | Cherub Pictures | Producer |
Neal Fairfield | Saatchi & Saatchi | Planner |
Alex Carr | Saatchi & Saatchi | Group Business Director |
Chris Yong | Saatchi & Saatchi | Business Director |
James Tracey-Inglis | Saatchi & Saatchi | Account Manager |
Brendan Swansborough | Saatchi & Saatchi | Account Executive |
Adam Arkapaw | DOP | |
Gabriel Muir | Editor | |
Simon Lister | Nylon Studios | Sound Design |
Definition Films | Post Production | |
Oktober | Animation | |
Sean Lynch | Voice-over | |
Jeremy De Villiers | Saatchi & Saatchi | Producer - print |
A phenomenal 11 million litres sold and an increase in market share with $22.1 million (AUD) in the first month. We hit #1 in pack sales for the first time in 20 years. And best of all, The Beer Economy is booming.
1. We launched the first ever Beer Economy price guide via TV, radio and web. 2. We then used 'Accepted Here' stickers to advertise in a space only ever used for forms of payment. 3. We created an online beer calculator, so blokes new what to charge. 4. We created 'IOU coasters' for pubs nationwide, to keep each other honest. 5. We created template posters, to help people earn their own beer. 6. We built real-life installations to graph Beer Economy spending, publishing the findings as nationwide print executions. 7. The brewery will inject a nationwide stiumulus package. Throughout 2010 a team will travel the country lending a hand in communities. All workers will be paid in beer.
This integrated campaign spawned from an indisuptable truth: beer is constantly used as a currency in Australia. When the world economy crapped itself, The Beer Economy boomed. So we made Tooheys New the Official Currency of The Beer Economy.