One Green Bean
The Work
The team at 42BELOW asked us to get the cool kids talking about and drinking 42BELOW in Sydney. There was only one mandatory; stay true to the brand’s humorous and ironic personality.
We needed to engage digital natives with an insatiable appetite for consuming and sharing content and a love of pop culture. We knew that if we created an initiative with a high level of social currency, they would not only engage with it, but feel compelled to motivate others to do so too.
So we decided to bring Shaggy to Australia to celebrate his 42nd birthday by throwing him a party at the hippest joint in town. The catch? Consumers could only get their hands on tickets if they tracked him down via a social treasure hunt. Why? Because we knew this approach would make getting a pair of tickets to the party the talk of the town. And we were right. The two-week campaign reached over 13 million people and delivered the highest ever conversion to trial.
We needed to engage digital natives with an insatiable appetite for consuming and sharing content and a love of pop culture. We knew that if we created an initiative with a high level of social currency, they would not only engage with it, but feel compelled to motivate others to do so too.
So we decided to bring Shaggy to Australia to celebrate his 42nd birthday by throwing him a party at the hippest joint in town. The catch? Consumers could only get their hands on tickets if they tracked him down via a social treasure hunt. Why? Because we knew this approach would make getting a pair of tickets to the party the talk of the town. And we were right. The two-week campaign reached over 13 million people and delivered the highest ever conversion to trial.
Case Studies
That Pitt went viral
We tore the roof off yet another amazing project for the QVB.
For April Fool's Day we pranked Australia and the rest of the world for IKEA
The Extraordinary Taxi Ride highlighted the unique experiences on offer in WA
The world’s longest outdoor bookcase on Bondi Beach to celebrate BILLY’s 30th birthday
The world’s first ‘vampire catwalk show’ and a Fangtasia after-party ensured we launched the True Blood series 2 DVD with a fang
We gave Australians the chance to 'Like', 'Locate' & 'Love' bikes across the country as part of Australia's biggest bike hunt
Have you experienced the Kleenex Silk Touch Tissue Tree
Commuters flocked to our Urban Farmyard in the QVB
Doing what Australians do best, all for a great cause. We helped Commonwealth Bank break the record for the World's Longest BBQ.
We commissioned environmental artist, John Dahlsen, to create an art installation from waste collected by Commonwealth Bank staff on Clean Up Australia Day
Gossip Girl’s Chuck Bass got Australia talking about Virgin Mobile
We dropped our jeans all over Australia and New Zealand to get people talking about and wearing Levi’s®
We fooled the nation with the help of the “Imposhtor” for ninemsn
The launch of the Ferrero Rocher Christmas Wrapping Store was a sweet success
We assembled an elite team to crack down on 'Hair Crime'
2012 marks the 50th anniversary of the LEGO® brick in Australia
The Beans serve up an Australian icon.
We love a world first, but we scored a hat trick by bringing eminent snapper David LaChapelle to shoot the public with the Nokia N8 handset
Sydney smokers were forced to visualise the realities of their ’30-a-day’ habit with a headline-grabbing stunt in the CBD
Ben & Jerry travelled from Vermont to launch their legendairy ice-cream down udder
We put a living, breathing vineyard outside Sydney’s historic Customs House
30 speed readers battled it out to be crowned Australia’s fastest reader of Dan Brown’s The Lost Symbol