AMSTEL CAMPAIGN LAUNCHES ON STREET WALLS IN SYDNEY, MELBOURNE AND PERTH
Dutch beer, Amstel, via Leo Burnett, Sydney, is unveiling images from its summer integrated media campaign, New Way In, this week by revealing large-scale projections on the very streets where the shots were taken. A selection of the best photographs taken during a recent series of photo shoots will be projected onto the walls of buildings in some of the trendiest hotspots in Sydney, Melbourne and Perth, chosen for their close affinity with the lifestyle of the typical Amstel drinker.
The interactive shoots took place throughout January and February and featured model Lilia Osadchuk popping Amstel bottles in front of a crowd while fashion photographer Kane Skennar directed the perfect photo. Amstel thanked passers by for the use of their pavement and for being involved by offering them a complimentary Amstel at one of the local bars in the precinct – driving business back into aligned Amstel bars.
The campaign set out to bring to life the vitality and innovation of the Amstel brand right into the heart of its target market. Consumers could interact with the shoot by staring in a photo with Lilia. The photo was then beamed up, in real time, on the wall as a live billboard for others to see.
Kylie Wallbridge, Marketing Director for Amstel, said, “Amstel is a modern, vibrant brand and we wanted to reflect its personality by engaging with consumers in a different and exciting way. Consumers can not help but be drawn to a live photo shoot that interrupts them as they are on their way out on the town.”
Amstel previously surprised consumers with ‘pop-up boutiques’, using retail space to create Amstel-only installations that enticed consumers to engage with the brand and generated talkability. New Way In takes the Amstel ‘pop up’ innovation to the next level, putting aside traditional advertising in favour of unconventional media through the projections onto walls of some of the country’s most fashionable suburbs.
“Once we have shared the images with the local community in each location, the very best will be featured in bars and clubs nationally from June onwards. From there we will take the live concept into the bar environment where we know drinkers will have a lot of fun with it,” said Wallbridge.
The live projections will take place in the following locations:
Sydney
Friday, 14th March – Taylor Square, Darlinghurst
Saturday, 15th March – Bondi
Perth
Friday, 14th March – Subiaco
Melbourne
Friday, 28 March – Chapel St
Saturday, 29 March – St Kilda
Agency: Leo Burnett, Sydney
Creative Idea: Kieran Antill
Creative involvement/support from Wayne Crosby, Luke Simkins, Mark Collis
Account Service: Rebecca Bettridge
Production: Josephine Hoskins
Producer: Edwina Halloran
Photographer: Kane Skennar
Talent: Lilia Osadchuk
Hair & Makeup: Nigel Stanislaus
Stylist: Ryan Lobo
Traffic: Gary Clarke
Promo team management: Chris Muir
12 Comments
fuck off.
projecting a traditional (and pretty dull) outdoor execution onto the side of a building is in no way “putting aside traditional advertising”.
jesus, the utter crap people spin in press releases…
hey 9.34…i bet you’ve just got an awesome book yourself…and everything you’ve ever done has been totally mindblowing…lightwieght jerkoff!!
Lilia looking gorgeous as always. Jono is a lucky man!
hmmm…
sorry I hit a nerve 11.36. My invective was aimed more that the bs in the press release than for the work itself.
Because I’m sick of 2000 word press releases that try to make out that everything ever done is revolutionary. The fact is, a model holding a bottle of beer is a dull solution for a beer brand. If you think otherwise, you either have low standards or poor judgement.
Projecting it onto a wall doesn’t make it much better.
This is campaign brief; where the toughest critics in the industry happen to be. Yes, we all do workmanlike stuff on a regular basis – that’s just the reality of the industry. But If anyone’s dim enough to send CB the exact same press release bullshit as they send other media outlets, attached to an idea that isn’t much good anyway, then they’re fair game.
And is my book ‘awesome’? I don’t know about that, but I can say that everything in it’s a fair sight better than this Amstel work. Because at least everything in it is built around an idea.
Isn’t the issue that this is a media placement idea not a creative concept idea?
Is the beer squirting supposed to suggest sexual conquest through alcohol?
Well I’ve seen pretty much all aspects of the idea before – model holding bottle, projection etc, but it’s still somewhat fresh to have the live shoot made more interactive by involving passersby and projecting it in real time.
Just what the world needs.
Another beer brand.
it’s not that innovative – when i was working in Bangcock i say a beer promo where a Thai Girl modelled a beer bottle by inserting it into her…..
Outdoor projection…boring, interactive photo shoot, I’d love to see the half pissed yobs take part in that. But really where’s the idea in all this.
What’s with the ‘creative involvement/support’ credit? What is that?
Like so many of the “new media”, “new school” ideas presented on this blog this is just another example of technology being the idea. When you can make the technology integral/supportive of the idea you’ll be onto something. It aint easy but greatness isn’t.
Most of the people beating the “new media\technology” drum about activities (not ideas, ACTIVITIES) like this don’t really understand what they’re doing. Keep doing it tho guys, one day you’ll stumble onto something that actually works and we’ll all hail you as the second coming….