Title | WELLINGTON IN A PINT |
Brand | SELF PROMOTION |
Product / Service | SELF PROMOTION |
Category | C01. Integrated Campaign Led by Promo & Activation |
Entrant | CLEMENGER BBDO Wellington, NEW ZEALAND |
Entrant Company | CLEMENGER BBDO Wellington, NEW ZEALAND |
Advertising Agency | CLEMENGER BBDO Wellington, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Anderson Design | Anderson Design | Model Makers |
Martin Gray | Clemenger Bbdo | Producer |
Vee Linton | Producer | |
Scott Mcmillan | Clemenger Bbdo | Producer |
Timothy Greig | Digital | |
Thomas Scovell | Clemenger Bbdo | Head Of Digital |
Susannah Field | Designer | |
Meredyth Dale-Gander | Clemenger Bbdo | Designer |
Peter Montgomery | Design Creative Director | |
Brigid Alkema | Clemenger Bbdo | Art Director |
Sarah Jackson | Art Director | |
Mark Dalton | Clemenger Bbdo | Art Director |
Mike De Tullio | Art Director | |
Cristin Waite | Writer | |
Alex Metson | Writer | |
Emily Beautrais | Clemenger Bbdo | Writer |
Jon Pickersgill | Writer | |
Mike Gwyther | Clemenger Bbdo | Writer |
Dan Moth | Clemenger Bbdo | Writer |
Philip Andrew | Clemenger Bbdo | Executive Creative Director |
Wellington calls itself New Zealand’s Craft Beer Capital. But other cities are trying to take that title. We sought an idea that would assert Wellington as the centre for craft beer, by uniting its citizens, home brewers and craft brewers in a stunt that no other city could match.
We launched a contest with Wellington’s craft brewers to make a Wellington-flavoured beer. We called it Clemenger’s Wellington in a Pint. First, the people of Wellington described their city as a beer, which inspired the home brewers to make all kinds of Wellington-flavoured brews. Some beers used seaweed, grass, leaves and other bits of the city. Other beers used themes and ideas about Wellington. The best brews were judged by the craft brewers and produced commercially, then sold across the city.
In the first phase of the campaign, the people of the city submitted thousands of Wellington-flavoured beer ideas. The city’s home brewers used these ideas to make 156 inventive, surprising and questionable Wellington-flavoured beers. The top 4 beers were produced and sold as four-packs in supermarkets and on tap throughout the many craft beer bars of the city. At the end of the campaign, Wellington had asserted itself as the centre of craft beer in New Zealand.
Wellington is a uniquely creative city and embraces ideas like this. The strong home brewing and craft beer community meant that the contest would be widely accepted. The large number of craft beer bars throughout the city helped the campaign gain large exposure, all of which helped Wellington be seen as the craft beer capital.