GOLD
TED696 project / Consumer campaign
Agency: BMF
Client: Lion Nathan
Selling beer to young adults may seem an easy proposition. But, in an over-crowded market, such as the one for longneck beers, getting consumers to look your way is hard. Racy labels and groovy bottles don't help in this market, because longneck beer is tucked into nondescript brown paper bags. Tooheys Extra Dry (TED) and agency BMF turned this marketing hazard to their advantage with the TED696 Project. TED, when launching its new 696ml longneck, created not-so-boring bags with help from street artists and designers. The bags, printed with eye-catching (and logo-friendly) designs, were sent to beer sellers, and soon everyone wanted a piece of the action. Design opportunities were opened to the public, who took ownership of the new brand with their own designs — from majestic stags to colorful graffiti monsters. In the five weeks that TED ran its design competition, 2,000 designs were sent from 104 countries, with a new design being submitted every 84 minutes. Adding an even greater edge to this beer and street art celebration, MTV held a gala to celebrate the winning design. Sales numbers show that people want those bags — in the first eight weeks of the competition, sales for longneck bottles of TED hit 500,000 bottles
Executive Creative Director
Warren Brown
Creative Director
Simon Langley
Creative Director, Digital
Chris James
Art Director
Shane Bradnick
Copywriter
Michael Canning
Interactive Art Director
Johnny Brian
Production Manager
Sarah Thompson
Clint Bell
Digital Producer
Sora Nobari