|Industry||Beers and Ciders, Alcohol-free beer and Ciders|
|Media||Print, Magazine & Newspaper|
|Creative Director||Justin Ruben|
|Art Director||Mark Carbone, Felix Holfve|
|Illustrator||Soft Science - Jacky Winter|
|Account manager||Renee Kastanias|
Credits & Description
Created by the winners of the 2012 Caxton Cadets Competition, BMF's Mark Carbone and Martin Svane, the campaign is appearing in mastheads published by all four of Australia's leading newspaper companies in print, website, tablet and mobile platforms. The Tooheys 5 Seeds transmedia campaign, with a Valentine's Day narrative theme of 'looking for love', tells a story that builds as readers interact from print across digital platforms and interact with alternative not so sweet endings. The story follows the "beardies" (bearded twins) from the original advertising campaign and lives up to the "Not As Sweet As You Think"mantra that the brand advocates.