An immersive brand experience that celebrated the heritage of the brew and provides consumers with a lasting connection and tangible benefits long after the festival came to a close.
Pocket—sized
street Art
The 2018 Great Australian Beer Spec’tap’ular was a much-awaited event that brought together some of the country's finest brewers to showcase their unique brewing abilities and brand flavors through specialty festival beers.
As new players in the Australian craft beer market, Goose Island aimed to make a splash with the limited edition release of their Red Line IPA. In a crowded sea of quirky brand activations, we sought to stand out and capture the attention of the lively and adventurous festival-goers.
We unveiled a one-of-a-kind installation that combined innovation with artistry. Partnering with one of Melbourne's leading graffiti artists, we transformed a mural-sized wall into a canvas made of individual preloaded travel cards emphasizing the beer's train and transport theme.
ROLE:
Art Direction ◦ Launch Campaign ◦ Activation Creative
THE ACTIVATION:
The result was a collection of hundreds of pocket-sized pieces of street art. This tangible takeaway allowed them to continue experiencing the Goose Island brand long after the festival had ended, through a microsite that showcased local pubs serving the limited edition Red Line IPA. The activation was a powerful demonstration of Goose Island's brand values and created a truly unique and memorable experience that sparked widespread conversation and engagement.
