|Title||CHANGE THE BOTTLE, CHANGE THE GAME|
|Product / Service||BEER|
|Entrant||DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND|
|Entrant Company||DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND|
|Advertising Agency||DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND|
|Media Agency||ZENITH OPTIMEDIA Auckland, NEW ZEALAND|
|Production Company||USEFUL FILMS Auckland, NEW ZEALAND|
|Shane Bradnick||DDB Group New Zealand||Executive Creative Director|
|Chris Schofield||DDB Group New Zealand||Creative Director|
|Haydn Kerr||DDB Group New Zealand||Digital Creative Director|
|Ben Barnes||DDB Group New Zealand||Art Director|
|Matt Webster||DDB Group New Zealand||Copywriter|
|Scott Wallace||DDB Group New Zealand||Group Business Director|
|Jonathan Rea||DDB Group New Zealand||Senior Account Manager|
|Paul Pritchard||DDB Group New Zealand||Digital Business Director|
|Liz Knox||DDB Group New Zealand||Digital Executive Producer|
|Jason Vertongen||DDB Group New Zealand||Lead Digital Designer|
|Jim Pachal||DDB Group New Zealand||Digital Designer|
|David Woon||DDB Group New Zealand||Digital Designer|
|Michiel Cox||DDB Group New Zealand||Digital Planner|
|Jack Murphy||DDB Group New Zealand||Social Planner|
|Matt Van Der Loos||DDB Group New Zealand||Mac Designer|
|Kathryn Hollis||DDB Group New Zealand||Mac Designer|
We had two audiences – the people holding the bottle, and the people looking for it online. So the design had to be clearly visible when viewed as a selfie taken by someone who was drinking beer. We were working with an extremely limited space on the bottle, which also had to include legalise to comply with alcohol advertising rules. We needed the design to capture the spirit of the All Blacks, but also pragmatically work as a promotional element.
Steinlager needed to be the most visible brand in stadiums during the Steinlager Series, but our media budget was $0. We had one tiny space no one else did ¬– the label on our beer. So we changed every bottle to match an All Black player on the field and turned the beer into a social game for fans. Most beers have promotions. Ours was the promotion.
We were working with the most iconic image in New Zealand – the All Blacks jersey. After a long process we ended up selecting only the most significant elements of it like the 'V' and texture, and of course the number. These were combined to produce the final design that captured the essence of the jersey whilst also working functionally as a promotional design.
• In just three games, we reached over a quarter of the population of New Zealand via the social feeds of the fans who posted selfies during the series. • During the series Steinlager had 91% share of voice, squeezing other brands out. • Steinlager’s Twitter followers increased by over 500%. • Best of all and for the first time ever, Steinlager sold out at Eden Park, New Zealand’s biggest stadium.