The One Show
The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Out of Home / Brand Installations
Annual ID
OS23_DE010G
About the Work
(Important note: Furphy, is an Aussie beer brand that also means an absurd, unbelievable story or tall-tale).
Furphy wanted to launch their new Crisp Lager, however, the Australian beer industry is made up of around 350 brewers and microbreweries. In order to stand out in a saturated market with a limited budget and ignite the watercooler conversation, not to mention getting people to sample their crisp liquid, they themselves needed to do something truly unbelievable.
In short, we needed an unbelievable, instagramable activation that sparked the imagination and thirst of beer drinkers.
To combat the sea of sameness, Furphy devised a plan to create a visual furphy of their own. The billboard/tall-tale came in the form of a 7.8 tonne, Furphy ‘Crisp Lager’-branded truck upturned onto its back and wedged perfectly between two buildings in Sydney’s CBD. Furphy along with an internationally-celebrated installation artist, constructed and then snuck the truck into a tight space. With the hazard lights flicked on and cases of lager scattered around its base for extra authenticity, it was time for the sun to rise and the show to begin. As morning commuters made their way to work, the sight of the truck literally stopped them in their tracks.
Within hours, images and CCTV footage of the truck had travelled around the country (this includes more than 172k active likes on TikTok content and 3.9m impressions on Twitter).
Media coverage of the beer reached over 25 million impressions (20,196,826 earned, 5,119,090 paid), being covered in some of the most popular news sources for young people (the campaign smashed digital content benchmarks: 4x guaranteed page views on the PedestrianTV platform and double the average article dwell time across publications, +579% of social impressions than the average Ladbible article, Betoota Advocate gave 308k social impressions) to the massive news story juggernauts (The Australian, DailyMail, etc), taking Crisp Lager from unknown to the most talked about beer in the country.
2023 Awards
Total Points: 45
Gold Pencil
Credits
Agency
Thinkerbell
Digital Agency
Akcelo / Sydney
Client / Brand
Lion / Furphy
Production Company
Scoundrel
Media Distribution Company
UM Media / Sydney
Art Director
Jack Burton
Copywriter
Lucas Fowler
Chief Marketing Officer
Anubha Sahasrabuddhe
Executive Creative Director
Paul Swann
Group Creative Director
Sesh Moodley
Creative
Eric Franken
Guy Patrick
Account Manager
Karli Stewert
Brand manager
Christina Reid
Chief strategy Officer
Adam Ferrier
Client Media Manager
Michelle Scalise
Client Services Director
Krystel Jenkins
Connections Director
Ed Stening
Connections Planner
Jessica Dawes
Creative Strategist
Vanessa Buckley
Group Account DIrector
James Steer
Head of PR
Liz Hunt
Head of strategy
Gerry Cyron
Marketing manager
Lucy Frizell
National ECD
Jim Ingram
Production Managing Director
Adrian Shapiro
James Dive
Senior Agency Producer
Nick Livingston
Social Agency
Reprise
Related Awards
