THE BIG SLAB

TitleTHE BIG SLAB
BrandBALTER BREWING COMPANY
Product / ServiceBALTER BEER
CategoryF01. Local Brand
EntrantBALTER BREWING COMPANY Currumbin Waters, AUSTRALIA
Idea Creation DELOITTE DIGITAL Melbourne, AUSTRALIA
Production COLLECTIVE-DIGITAL Surfers Paradise, AUSTRALIA

Credits

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

Please tell us about the brand in relation to the locality or market where the product / service is distributed

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