EMERSON'S - TINY PUB

Silver Spike

Case Film

Presentation Image

TitleEMERSON'S - TINY PUB
BrandLION
Product / ServiceBEER
CategoryD01. Retail Environment & Experience Design
EntrantDDB NEW ZEALAND Auckland, NEW ZEALAND
Idea Creation DDB NEW ZEALAND Auckland, NEW ZEALAND
Media Placement MEDIACOM NEW ZEALAND Auckland, NEW ZEALAND
PR MANGO Auckland, NEW ZEALAND
Production REVOLVER Sydney, AUSTRALIA

Credits

Name Company Position
Damon Stapleton DDB Group New Zealand Chief Creative Officer
Gary Steele DDB Group New Zealand Executive Creative Director
Rory McKechnie DDB Group New Zealand Creative Director
Zac Lancaster DDB Group New Zealand Art Director
Judy Thompson DDB Group New Zealand Agency Executive Producer
Amanda Summersby DDB Group New Zealand Post Production Producer
Jason Vertongen DDB Group New Zealand Head of design
Ashley Cook DDB Group New Zealand Digital Designer
Matthew Jones DDB Group New Zealand Digital Designer
Simon Betton DDB Group New Zealand Head of Technology
Paul Hutcheon DDB Group New Zealand Front End Developer
Mike McMillian DDB Group New Zealand Editor
Johannes Gertz DDB Group New Zealand Head of Digital Delivery
Blair Sayer DDB Group New Zealand Illustrator
Jennifer Travers DDB Group New Zealand Lead Business Partner
Michael Doolan DDB Group New Zealand Senior Business Director
Maddie Paige DDB Group New Zealand Business Co-Ordinator
Lucinda Sherborne DDB Group New Zealand Planning Director
Jack Murphy DDB Group New Zealand Senior Planner
Pete Baker Revolver Director
Michael Ritchie Revolver Managing Director/EP
Pip Smart Revolver EP
Jasmin Helliar Revolver EP/Producer
Isabella Vitelli Revolver Producer
Kate Moses Revolver Producer (NZ)
Bruce Everard Revolver Production Designer
Troy Goodall Revolver Photography
Rob Marsh Unique Creative Construction
The Glue Society Studios  The Glue Society Studios  The Glue Society Studios  Editing & Post Production
Otis Studios Otis Studios Otis Studios Music and Sound
Reel Factory Reel Factory Reel Factory Additional Content Company
MediaCom MediaCom MediaCom Media
Brianna Elder Mango Communications Experiential Director
Sonja Motus Mango Communications Senior Experiential Producer
Patricia Grieg Mango Communications PR Account Director
Hannah Pearce Mango Communications PR Senior Account Executive
Dave Pearce Emerson's General Manager Craft
Scott Wright Emerson's Insight’s and Innovation Director
Alison Futcher Emerson's Brand Manager – Craft Beer
Greg Menzies Emerson's Sales and Marketing Manager

Background

Emerson’s is a regional beer, based in the far south of New Zealand. They wanted to grow their footprint throughout the rest of the country, while staying true to their core beliefs of patience, craft, and appreciation for beer – not just in the brewing, but also in the way it is consumed.

Describe the creative idea (40% of vote)

We created the Tiny Pub – a two man bar with everything you need to enjoy the perfect beer, and nothing more. The antidote to modern gastropub monstrosities, the pub went on a national tour, where people could book in pairs for a taste of everything Emerson’s holds dear about the beer drinking experience. This also proved fortuitously timed as the country emerged from lockdown - with people desperate to catch up with mates for a socially distanced beer. The sessions lasted 27 minutes – the perfect amount of time to enjoy a pint and the pub’s features, including a tiny piano, mini dartboard, and even The Tiny Pub Gazette.

Describe the execution (40% of vote)

The Pub itself was crafted to be a mini version of traditional English pubs, rich on character and charm, full of interesting mini tidbits, and light on modern fads. It embarked on a national tour lasting several months, setting up in picturesque locations throughout the country. We also captured content along the way which has been rolled out in a social and online campaign. Plans are already underway for the 2021 tour.

List the results (20% of vote)

At launch the Pub was featured on national television, and subsequently the entire tour booked out before a single pint had been poured. Emerson’s experienced the highest brand in its history as a result of the tour, and reversed a 12% decline in supermarket sales into a 14% increase. In fact sales were so strong that Emerson’s completely sold out of their beer by the conclusion of the tour.