Why is this work relevant for Brand Experience & Activation?

This is a case where we created a vision for a brand experience, the instructions on how to build it, and then let people build their own DIY brand experiences. DIY Brand Experience. Who would have thought?

Background

One of the strictest lockdowns in the world meant that not only were bars closed, but even neighbours weren’t allowed to visit each other.

Describe the creative idea (20% of vote)

We created The Neighbar. A DIY Brand Experience that people could make at home, to make lockdown a bit easier to take.

Describe the strategy (20% of vote)

We created an open source design that encouraged neighbourly drinkers to elegantly kick the legs off a table, screw them back on closer, and then drink, safely distanced, over the fence. It was simple design that literally raised the bar.

Describe the execution (30% of vote)

We put up a couple of posts, offered a few free slabs as prizes and let the internet do its thing.

List the results (30% of vote)

With over 50 Neighbars constructed during lockdown, and Balter providing a slab for each one, Balter became the number one supplier to Neighbars in Australia. Well, the sole supplier...and inventor.