With a multitude of ads vying for our attention in meatspace, the onus has well and truly been put on agencies and media owners to become more creative if they hope to rise above the rabble. We've seen sports themed bus stops, exploding billboards, temperature gauges and a number of other interesting ideas outside. And Clemenger BBDO has taken it even further by brewing a beer inside an Adshel to promote the Wellington in a Pint initiative.
Clemenger has its name attached to the campaign, which aims to enhance the capital's reputation as the craft brewing capital by getting the locals to suggest a beer that reflected the city's characteristics. Home brewers will then interpret, brew, and present the winning beer to a panel of judges and four new parochial brews will be sold.
According to the Dom Post, "notable suggestions that came through included Bucket Fountain Brew, The Politician (with a very deceptive flavour), Malty Cultural and Coffee Snob Stout".
Clems created the collateral (we particularly like the logo and the Brew-a-Tron 4000). And for the icing on the cake/froth on the top, a 'street beer' was brewed in a custom-made, UV-proof, hopefully unstealable and hygienic perspex box made by Anderson Design that sat inside an Adshel that had its guts ripped out in Manners Street.
As the Facebook page says: "For the first, and probably the last time in history, beer is made in an Adshel. It's on Manners Street, Wellington and it probably won't taste very good, so we're calling it Bad Manners."