| Title | THE BIG SLAB |
| Brand | BALTER BREWING COMPANY |
| Product / Service | BALTER BEER |
| Category | D01. Standard Sites |
| Entrant | BALTER BREWING COMPANY Currumbin Waters, AUSTRALIA |
| Idea Creation | DELOITTE DIGITAL Melbourne, AUSTRALIA |
| Production | COLLECTIVE-DIGITAL Surfers Paradise, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Adrian Mills | Deloitte Digital | Creative, Brand & Advertising Partner |
| Matt Lawson | Deloitte Digital | Chief Creative Officer & Partner |
| Charles Baylis | Deloitte Digital | Executive Creative Director |
| Rob Weir | Deloitte Digital | Head of Motion and Production |
| Stirling Howland | Balter Brewing Company | Brand Director & Co Founder |
| Lach Goldsworthy | Balter Brewing Company | Graphic Designer |
| Ben Trueman | Balter Brewing Company | Marketing Co-ordinator |
| Mike Calvino | Collective Digital | Director |
| Jamie Brooks | Collective Digital | Producer |
| Jamie Brooks | Collective Digital | Director Of Photography |
Balter XPA is Australia’s favourite craft beer. But in an effort to go mainstream they needed to solve one problem: Not enough Australians knew that it even was a beer. XPA?
What's incredible about this idea, is that by using only a single billboard, we made Balter XPA synonymous with being beer all across Queensland, with the introduction of the Balter Big Slab. A tongue-in-cheek ‘Big Thing’ where the joke was that it was clearly just a billboard, that just happened to be the shape of the slab. It was stupid enough to work. And work it did. With tourists even buying $12,500 worth of souvenirs. Yes, we transformed one the least attractive media sites in Australia into a tourist attraction. Without transforming it at all. - Year on year sales up 92%. - Campaign reached 2.49 million people - Campaign investment only $45,000