An unbelievable installation of a very stuck beer truck in a Sydney CBD laneway has been unveiled by Furphy to celebrate the launch of new Furphy Crisp Lager, brought to life via Thinkerbell.
The Furphy truck, which is wedged upright on Little Hunter Street, has garnered significant social media attention since it appeared on Wednesday morning.
Says Malcolm Eadie, portfolio director for craft and premium beer at Lion: “Furphy is all about unbelievable storytelling and the ‘what the truck’ installation is a fitting way to get people talking about Furphy Crisp Lager.”
Furphy and Thinkerbell worked with installation artist, James Dive, and Scoundrel Projects to bring to life the impossible Crisp Truck set-up.
Says Sesh Moodley, head creative tinker, Thinkerbell: “The activation has been able to ignite both digital and analog pub chat, with onlookers sharing their disbelief. It’s a genuine ‘what the truck?’ moment.”
Adds Dive: “We wanted the onlookers to find a truck that was not only blocking their way, but also in a genuine predicament.”
The ‘What the Truck’ activation is supported with OOH, radio, social and digital activity and will roll into a BWS retail promotion giving away a six pack of beer live from Monday.
Always enjoy Furphy responsibly.
Production Partner: Scoundrel Projects
Photography: Toby Burrows