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The NEW Category

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Bronze Winner

The NEW Category
Entrant: BMF, Sydney
Tooheys Extra Dry 696mL
Media Type: Print/Outdoor/Websites/Ambient/Live Events/Direct
URL Address:
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.

LIA Awards 2009©

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