The NEW CategoryEntrant:
Tooheys Extra Dry 696mL
Credits Media Type: Print/Outdoor/Websites/Ambient/Live Events/Direct URL Address: http://www.tedcreated.com.au Corporate Name of Client: Lion Nathan Australia Account Managers: Nick Garret/Fleur Kennedy/Michelle Bradfield Agency: BMF, Sydney Executive Creative Director: Warren Brown Creative Directors: Simon Langley/Chris James Copywriter: Michael Canning Art Directors: Shane Bradnick/Johnny Brian (Interactive) Graphic Designers: Luca Ionescu/DMOTE/Shepard Fairey (Studio Number One) Agency Producers: Sora Nobari/Sarah Thompson/Clinton Bell Programmer: Ed Stuckey Communication Strategist: David Cook Strategic Planner: Simon McCrudden
Basic description of the project: Many Australian beer brands 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.
In Australia, longneck beer bottles are always sold in brown paper bags. Therefore if we could own this bag, we would own the category.
So we 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’. We then opened the competition to the wider public.