ARVO Outdoor, Ambient THE PERFECT LAGER PROJECT by AnalogFolk Sydney

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THE PERFECT LAGER PROJECT

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Industry Beers and Ciders
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Ambient
Market Australia
Agency AnalogFolk Sydney
Released June 2012

Awards

Spikes Asia 2012
Digital Integrated Digital Campaign Gold

Credits & Description

Advertiser CASELLA
Product ARVO
Entrant ANALOGFOLK Sydney, AUSTRALIA
Type of Entry Digital: Integrated Campaign
Category Integrated Digital Campaign
Title THE PERFECT LAGER PROJECT
Advertiser/Client CASELLA
Product/Service ARVO
Links: http://www.awardsite.net/arvo/digital/
Entrant Company: ANALOGFOLK Sydney, AUSTRALIA
Advertising/Web Design Agency: ANALOGFOLK Sydney, AUSTRALIA
Name Company Position
Matt Grogan Analogfolk Creative Director
Jo Yates Senior Producer
Marina Younger Associate Producer
Sophie Broad Community Manager
Matt Robinson Managing Director & Head of Strategy
Matt Grogan Creative Director
Larissa Best Client Partner
Peter Vahaviolos Lead Creative Technologist
John Jordan Senior Art Director
Anton Posa Senior Copywriter
Chris Jeffree Designer
Ronit Ambarchi Senior Producer
Brief Explanation
The Perfect Lager Project aimed to create the perfect lager for our trendy, urban target market. To find out what they liked (and didn’t like), we created an iPhone app that captured information about the beers they were drinking and the environment in which they drank them. Over 100,000 data points were handed over to Casella’s master brewers, who then produced two potentially perfect lagers. The two brews launched simultaneously, with cases and 6-packs split 50/50. People were then asked to vote online to keep their favourite. Because, in the end, there can only be one perfect lager.