Title | THE BIG SLAB |
Brand | BALTER BREWING COMPANY |
Product / Service | BALTER BEER |
Category | F01. Local Brand |
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? So, 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