Guinness Pool cue"

Guinness Draught pool cue tip reminds pub goers to grab a Guinness.

Agency: Tank Communications Chicago, USA.

Heineken "Are you still with us?"

Beer drinkers tend to be immature, enjoy easygoing fun and share all this with their friends. This attitude has its rules, its music and its films. With its "Are you still with us?" multi-media campaign, Heineken intends to remind its target that the risk of becoming serious and deep is always just around the corner. They put fake CDs and DVDs in Italian Fnac stores. Romantic and soapy films in the action section, introspective films among the comedies. They did the same for records: fake romantic compilations in the Rock and Heavy Metal area and schmaltzy ringtone complications in the Hip Hop section. Anybody who picks up these CDs and DVDs will find the warning line "Are you still with us?" on the back cover.

Agency: JWT Milan, Italy.

Stella Artois "Virtual Tap"

Every year Stella Artois organizes the World Draught Masters: A worldwide championship to reward the person who taps the perfect Stella Artois. They went out on the streets with a mobile bar and tap to let people have a go. They couldn't, however, afford to have people spill our reassuringly expensive beer. Since tapping the perfect Stella Artois consists of 9 specific steps, practice is required. Things like cleaning the glass, holding it at a 45° angle, avoiding the last drip of beer coming out of the tap, make this quite a challenge. They saw that all those 9 steps could actually be demonstrated using the Wii controls. One controller acts as a glass, the other as the tap and later, the knife to take out the excess foam. They recorded the tapping process with multiple ‘error’ levels such as holding your glass to straight would result in a beer with too much foam. Their mobile bars they fitted with flat screens, a computer and a set of Wii controls. People would try to tap a virtual pint before they could try the real Stella Artois. The 9 step pouring ritual is really important for Stella Artois. For example, if you don’t hold your glass in a perfect 45° angle, you don’t have a perfect Stella. It’s part of their heritage. The Wii controls allowed us to demonstrate and control every step in detail. It was also a way to avoid spilling our reassuringly expensive beer and dealing with social responsibility. During a period of 2 months, more than 20 events were organised. Per event, hundreds of people could take up the challenge. People could try as much as they wanted without spilling a single drop of beer. Once they proved to have the skills, they could try their skills on a real tap and earn a place in the local semi-finals. Bronze Cannes Lions Media Winner.

Agency: Famous Brussels, Belgium.

Lion Nathan "Carb Relief"

They were asked to launch a new low carbohydrate beer into a market already flooded with low carb brands. Our beer has only 1/3 carbs, so they decided to operate like a charity, giving away the other 2/3 to people who love carbs the most. Americans. The more beer Australians drank, the more carbs they could donate to hungry Americans. The 6-month sales target was achieved in the first 3 weeks, selling over one million Litres of white stag. It was so popular that trade demanded it be made available on tap some 21 months earlier than originally planned. They thought that was pretty good. White Stag beer had 2/3 carbs to spare. Since Americans seem to love oversized meals and high carbohydrates, they were the perfect recipients. Australians have also had a longstanding love/hate relationship with America, which made them the perfect recipients of our excess carbs. Bronze Cannes Lions Promo Winner.

Agency: Saatchi & Saatchi Sydney, Australia.

Pampero Rum "World's 1st Ephemeral Museum"

They had a challenge. To launch Pampero rum in Portugal, a place where rum is for old and boring people. They needed to make Pampero cool. For this purpose, they focused on the social group who refer to themselves as INDIE. Why them? because they are opinion leaders and trendsetters. They say what is cool and what’s not. So, if they say Pampero is cool, everybody will follow them. The job is done. Traditional advertising just doesn´t get to these people, art does. Using Pampero Fundación, a foundation that supports alternative artists, they created the world´s first Ephemeral Museum. First, the best pieces of street art at the Bairro Alto district were tagged. Then they created a MUSEUEFEMERO.COM where you can download an audio-guide and a map with the pieces location. So you can go out with your mp3 player and walk the museum streets. The Ephemeral Museum was communicated in magazines, online, posters, and happenings in bars presenting different artist painting live in Bairro Alto. With an annual budget of only €30.000 they generated visibility of more than €240.000. According to Millward Brown in a few months Pampero reached the sales expectation for the whole year, they doubled trials and tripled people's awareness. Pampero matched his competitor in sales and in awareness. Remarkable considering that the competitors have been in the market for 15 years. Quickly they had way more visitors than any museum around. Hundreds of articles around the globe talked about it. Including several tourist guides. The brand is working to open new galleries in Italy, Spain, France and UK. The Ephemeral Museum quickly became relevant for the target, and so did Pampero. This promotion made the brand closer to the target, nowadays, Pampero is considered as a brand with an artistic stance that talks in their language. The site MUSEUEFEMERO.COM is constantly updated and soon became a cult place where artist and people interested in street art share opinions, information and fresh pieces of art. Bronze Cannes Lions Promo Winner.

Agency: Leo Burnett Lisboa, Portugal.

Foster's Draught Beer "Drop the bomb"

After Carlton Draught's success with the 'Skytroop’ TVC, they were asked to create an interactive promotion, which leveraged this imagery. Contestants donated their crappy old car (the ‘bomb’) during a two week radio promotion hosted by Australia’s most popular drive-time radio team, “Hamish and Andy”. The audience decided the winner (Gill) by voting online on the worst ‘bomb’. A second contestant (Bill) was chosen via an on-pack promotion. It was Bill’s job to decide when to drop Gill’s car out of a plane flying at 14,000 feet. The deal was, if he hit a 1km target on the ground, he won $100,000. If he missed, he and Gill got nothing. Highest March sales in history. Every free-to-air national news show aired the story at prime time. $1.29 million of unpaid media was acheived. For two days Hamish & Andy devoted their entire two hour, prime-time show to the promotion. Daily audience: 992,000. New records for the Hamish & Andy show. 200,000 video downloads in two days. 1,230,000 unique web impressions over a three day period. On pack entries: 53,748 Cars donated: 163. Promoted on in-store posters, cartons and the web, the contestants entered online using a unique code found on Carlton Draught cartons. On the day of the drop, six 90 second webisodes streamed live from the Hamish and Andy website, watched by 992,000 people each day. Viral films followed online. The target market was 18 to 40 year old urban, educated guys who want to enjoy life by having a balance between work and play. Carlton Draught has begun to be synonymous with large scale, funny, dumb stunts. 2x Bronze Cannes Lions Promo Winner.

Agency: Clemenger BBDO Melbourne, Australia.

Foster's Draught Beer "Carlton Draught Plastic Cup"

After Carlton Draught’s success with the “Big Ad” (which featured thousands of men in robes running around a field carrying beer), they were asked to create an interactive promotion, which leveraged this imagery. They devised a national media event to rival the famous Melbourne Cup Horse Race. Their team negotiated with the Spring Racing Board to stage a tongue-in-cheek race during what is considered a prestigious horse racing carnival. “The Carlton Draught Plastic Cup” was created. A televised event, 18 contestants competed for $100,000 first place prize money. They were disqualified if they finished the race with less than 200ml of beer in their plastic cup. Held on the home-straight, it has become the largest prize for any foot race in Australia. 4,469 participating outlets 14,611 entries Sales +6% vs. previous year Sales +11% vs. Sept ‘07. Free media support Radio $250k TV $3.2m+ Due to its wide appeal, the race has become an annual part of the Melbourne Spring Racing Carnival. Carlton Draught is the sponsor of the Spring Racing Carnival. They hijacked the event, which their target audience was already attending, and leveraged the brand’s values: being real and down to earth. The target market was 18–40 year old urban, educated guys who want to enjoy life by having a balance between work and play. Promoted on in-store posters, cartons, the web and television, the campaign also received $3.5m in free TV & radio media support. Contestants entered using an SMS code found on Carlton Draught cartons. Qualifiers won a place in the race and the chance to win the $100,000. 2x Bronze Cannes Lions Promo Winner.

Agency: Clemenger BBDO Melbourne, Australia.

Lion Nathan "TED696 Project"

Many Australian beer brands also offer their product in a larger-size “longneck” bottle. To grow their market and give their current customers this option, Tooheys Extra Dry (TED) wanted to launch their own longneck beer bottle – the TED 696ml. Their aim was to: 1) Launch the product (TED 696ml bottle). 2) Reach influencers - it's important for Tooheys Extra Dry (TED) to continue to be a creative, edgy brand. 3) Create interaction - they wanted to get people deeply involved with the brand, creating an ongoing dialogue. Ironically, the brown paper bag that all longneck bottles are sold in, covers the branding of the product inside, yet it has never before been used as an advertising medium. In Australia, longneck beer bottles are always sold in brown paper bags. Therefore if they could own this bag, they would own the category. So they launched the TED696 Project – a collaboration between TED and some of the world's best street artists to design a brown bag using the theme of ‘696’. They then opened the competition to the wider public. In the first eight weeks, over 500,000 longneck bottles of TED were sold representing $9 in sales for every $1 invested. The website received unique visits from 104 different countries, with each person spending an average of 9.5 minutes at the site. During the 5-week competition period, we received a cutting edge design every 84 minutes. MTV held a gala exhibition evening to announce the winning design. The exhibition is now touring nationally. The bag design competition was so successful that it is now an ongoing project, with submissions being printed and distributed throughout liquor stores around the entire country. Gold, Silver, Bronze Cannes Lions Direct Winner. Gold, Silver Cannes Lions Promo Winner & Bronze Cannes Lions Media Winner.

Agency: BMF Sydney, Australia.

James Ready "Help us keep this beer a buck"

The brewery that produces James Ready couldn’t afford whole billboards, so they asked beer drinkers to share the billboards and help keep James Ready a buck. Phase one drove people to a website where they could upload any message or image. Phase two featured all the images and messages that were uploaded to give people their very own billboard.

Agency: Leo Burnett Toronto, Canada.

Shiner Beer "Koozies"

Heineken was the official beer sponsor of the 2008 Austin City Limits music festival. But Shiner is the local favorite. How do we keep Shiner top of mind, when we aren't allowed to advertise inside the festival? Stand outside the festival entrance and hand out free koozies. After all it's hot out and texans love keeping their beer cold with a koozie. But these koozies do more than that. Since they look exactly like a can of Shiner Bock, festivals goers look like they're drinking Shiners instead of Heineken, and they get a kick out of snubbing the corporate sponsor in favor of their beloved Shiner.

Agency: McGarrah Jessee, Austin, USA.

Primus Beer "Responsible Drinking Action"

In order to encourage responsible drinking, they designed an action for Primus Beer using urban elements usually involved in traffic accidents. Light poles and hydrants were covered with disco globe mirrors, icons of nightlife. A poster completed the message: "Don't end your night here. Don't drink and drive".

Agency: Lew'Lara\TBWA São Paulo, Brazil.

Studio Brussels "The Shit-Shit"

Radio station Studio Brussels is a rather small music channel in Belgium. Every summer they are present at all major music festivals. But how can you reach your target audience amidst big spenders like Coca-cola, Vodafone, Toyota and Stella Artois? Or… How can you stand out with a humble budget? By creating something that really shows you understand the festival-spirit and really care about your audience. They started from two facts. 1. all major festivals in Belgium are held on grass, the habitat of cows. 2. Youngsters use the time in between bands to sit on the grass together. So they created something completely new: a cushion, which looked exactly like a cow’s droppings. Put it in the grass on a festival’s grounds and you’d hardly see any difference with real cow’s droppings. Until … you sit on them. The campaign was entirely built around the sitshit itself. They had it promoted by Belgium’s most famous financial guru on television, radio, online and print. And at the actual festivals. On top of that ‘the sitshit’ got a lot of free press. The sitshit was for sale at every major summer festival and online for just 2 euros. It was a gigantic hit. Online sales had to be limited because demand was so high. For each festival Studio Brussels supplied a couple of thousand sitshits, which were all sold out in minutes. People lined up in long queues so they could get their own copy. The sitshit was even admitted in an exhibition of the Belgium Design Museum and in a designers’ book: ‘Forms with a smile’. The result? There wasn’t one teenager left who hadn’t heard of the sitshit … and of radio station Studio Brussels.

Agency: Mortierbrigade Brussels, Belgium.

Bittburger Beer "Moving Box"

With an unseen idea Bitburger beer should be brought back in the beer drinkers mind. In cooperation with the big car rental company Sixt, they equipped their removal vans with their special moving boxes which look like Bitburger beer crates. When people rent a Sixt moving van with moving boxes, they got our „beer crates“ instead of normal boxes. So for Sixt clients every removal turned into a big beer delivery. With a budget under 40.000 Euros they equipped Sixt removal vans in german big cities like Munich, Hamburg, Berlin and Frankfurt with our „beer crates“. For Sixt clients every removal turned into a big beer delivery and Bitburger beer was brought back in the beer drinkers mind.

Agency: Jung von Matt Hamburg, Germany.

Norrlands Guld "Beer Label Jeans"

The core values of the Norrlands Guld Brand are about male bonding and friendship. Their task was to bring new vitality into to this successful concept, in order to reach a slightly younger target group and give them something to interact with and talk about. Together with Örjan Andersson (Cheap Monday) they created a premium quality jeans label called Norrlands Guld Jeans. The jeans were branded from buttons to labels. A beer opener were also sewn into the jeans. They were priced at $150.00 and sold in jeans stores all over Sweden. As Norrlands Guld Beer is the market leader in Sweden, the whole idea behind the Jeans campaign was to promote and launch the jeans label like an ordinary jeans label, and not to talk about the beer at all. Advertising in newspapers and fashion magazines. PR was sent out to newspapers and fashion magazines. Special press preview at the Copenhagen Fashion Week. A TV-commercial was aired during Stockholm Fashion Week, featuring the Norrlands Guld character “Ingemar” wearing the Jeans, stumbling in on a cat-walk by accident. The jeans were sold in stores all over Sweden and online. “When you want to be yourself for a moment has been the tag line for Sweden’s best selling beer NORRLANDS GULD for decades. The jeans culture is a perfect match. “When you want to be yourself”, relax and have a beer, you put on a pair of jeans. They got lots of press in all major newspapers. Blogs, specially fashion blogs, were commenting on the jeans, almost all comments were positive. They were all over the media. And on the day when the sales stated people were queueing outside the stores in the morning of the sales start. The online store caliroots.com went down at midnight when the sales started. The Jeans sold out in two days. Norrlands Guld Beer became the best selling beer at Systembolaget (the Swedish monopoly).

Agency: Akestam Holst Stockholm, Sweden.

Absolut Vodka "Absolut Disco"

To stand out in the cluttered trade environment and act as a natural choice for those who really want to party. Make a disco ball, shaped as an Absolut bottle, with a hook on top and put on all Absolut bottles during the campaign period. Once the vodka bottle on the inside is removed, the disco ball can be hung in the ceiling and danced around. Visibility and number of facings rose dramatically. In many markets, sales were up more than 1000%. Most markets sold out their Absolut stock to the last drop.

Agency: Family Business Stockholm, Sweden.

Carlsberg "Beer Case"

Through a small investment in paper bags distributed in stores, they turned pedestrians into free outdoor advertisements of "Shumensko" beer. The optical illusion of people, carrying with ease a case of beer in one hand, entertains onlookers, as well as the actual bag-owners.

Agency: Noble Graphics Creative Studio, Bulgaria.

Marquee Room "Popcorn Beer"

Adults always come to The Uptown independent theatre but never go to the bar that’s in the same building. These special popcorn cups from the theatre concession remind them of the delicious beer they are missing.

Agency: Highwood Communications Calgary, Canada.

Carling "iPint"

Really nice work for Carling. The iPint is an iPhone application that turns your iPhone into a virtual pint of ice cool Carling. The application takes advantage of the iPhones techincal wizardry so that when you tip the iPhone you lose some of your virtual lager. You can sip, sup or down the pint.

Agency: Beattie McGuiness Bungay Londen, United Kingdom.

Guinness Draught "Dance Steps"

Alcohol has long been associated with enjoyment and celebration. However, as a responsible producer of alcoholic beverages, Guinness is committed to promoting responsible drinking and combating alcohol misuse. The best way to interact with a consumer when they're enjoying a night out is not through stern messaging but rather through an entertaining platform that will drive the message, that alcohol should not be abused, home. The mat mimics the drunken lurch of someone who had consumed too much alcohol, disguised as dance steps. The floor mat was then placed at entrances/exits to bars/pubs to remind drinkers to be more responsible when consuming alcohol.

Agency: Saatchi & Saatchi Cape Town, South Africa.

Stella Artois "PSP"

In Australia, Stella Artois was the #1 international draught beer. But the brand had a long way to go before it caught up with local brews such as Crown Lager or Victoria Bitter. So Foster’s created a new sales team to concentrate on selling Stella Artois. Although this team was aware of Stella Artois’ origins, it didn’t have a good understanding of the brand’s character or its association with film. Their job was to produce a sales presenter that would get the team excited about Stella Artois, and make it easier to sell the beer to pub and bar managers. Foster’s was expecting a brochure, or a folder with loose-leaf pages. They gave them 50 customised Sony PlayStation PSPs instead. The PSPs were delivered in hand-stitched black velvet drawstring bags. The machines were rebranded with a Stella Artois logo on the reverse of the case, and they also modified the operating systems and icon sets to reflect the brand. Then they installed the Stella Artois films and artwork, plus short presentations on the history of the brand. And because PSPs are wi-fi capable, Foster’s can load up new material quicker than new pages can be printed for a loose-leaf folder. Foster's analysis has shown that every sales representative who was given a PSP met all their sales targets for the relevant quarter. Anecdotal feedback also confirmed that without exception, the PSP was regarded as the best sales presenter ever received. As a result, Foster's is now reviewing further rollout of the tool.

Agency: Rivet, Australia.