Tooheys Digital, DM, Case study 6 BEERS OF SEPARATION by BMF Australia, BMF Sydney, Holler Sydney

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Industry Beers and Ciders
Media Digital, Interactive & Mobile, Direct marketing, Case study
Market Australia
Agency BMF Australia
Executive Creative Director Warren Brown
Creative Director Simon Langley
Copywriter Dustin Lane
Agency BMF Sydney
Director Mike Hill, Zach Merck
Executive Creative Director Warren Brown
Creative Director Simon Langley, Tim Buesing
Copywriter Dustin Lane
Producer Roy De Giorgio, Michael Hilliard
Agency Holler Sydney
Director Mike Hill, Zach Merck
Creative Director Tim Buesing
Producer Roy De Giorgio, Michael Hilliard
Released February 2009


Cannes Lions 2010
Direct Lions - Bronze

Credits & Description

Type of entry: Product & Service
Category: Fast Moving Consumer Goods
Agency: BMF Sydney, AUSTRALIA
Executive Creative Director: Warren Brown (BMF)
Creative Director: Simon Langley (BMF)
Interactive Creative Director: Chris James (BMF)
Copywriter: Dustin Lane (BMF)
Art Directors: Shane Bradnick/Luke Hawkins/Paul Bruce (BMF)
Agency Producer: Mandy Payne (BMF)
Strategic Planning Director: Simon Mccrudden (BMF)
Group Account Directors: Nick Garrett/Emma Markham (BMF/Holler Sydney)
Account Director: Lenya Kovacevic (BMF)
Account Managers: Lex Higlett/Elisabeth Spence (BMF)
Executive Producer: Rob Galluzzo (
Producer: Michael Hilliard (
Producer: Roy De Giorgio (
Director: Zach Merck (
Creative Director: Tim Buesing (Holler Sydney)
Director: Mike Hill (Holler Sydney)
Art Directors: Kerry Edward/Lukasz Karluk (Holler Sydney)
Interactive Developer: Ian Fuller (Holler Sydney)
Executive Agency Producer: Claire Van Heyningen (Holler Sydney)
Producers: Matt Kendall/Dom Felton (Holler Sydney)
Describe the brief from the client:
Tooheys Extra Dry (TED) wanted to keep their brand fresh, salient and innovative amongst their 18-24 year-old target market.
So our objectives were:
1. Attain deeper brand interaction - take the brand beyond the pub and liquor store
2. Encourage consumer interaction - develop a new way to engage our target
3. Increase sales and grow market share (+5%)
Creative Execution:
Beer is a social lubricant. It’s often while drinking beer that we catch up with our friends and make new ones. So, we wanted to build on this in a unique and interesting way, by challenging four of our target audience to try and meet their idols using little more than conversations over a beer.
Describe the creative solution to the brief/objective.
We all know you can meet interesting people over a beer, but we wanted to see if you could meet anyone in the world. So we created '6 Beers of Separation', whereby the target market were challenged to try and meet their idol over a beer. It's based on the theory of '6 degrees of separation', which states everyone on earth is linked by no more than six steps. Four lucky applicants were chosen to take part and their journeys were filmed. This was then distributed back to the target market as entertainment.
Describe the results in as much detail as possible.
Online episodes were viewed more than 700,000 times.
6 Beers of Separation is the fifth most subscribed sponsored YouTube channel in Australia of all time.
The 6 Beers of Separation feature film is available on iTunes and more than 150,000 DVDs were distributed with the purchase of Tooheys Extra Dry.
Over 1,500 people applied to be in the show, and 4 of them got to go on the journey of a lifetime to meet their heroes.
Tooheys Extra Dry sales up by 9.5%, brand awareness at an all-time high, and market share grew by 15%.