Awards » The Mobius Advertising Awards » Mobius Awards, 2014

Mobius Awards, 2014

Award Type: Advertising Awards

713 South Pacific Coast Hwy, Suite B Redondo Beach, California 90277-4233 USA

Website: http://mobiusawards.com/
Email: mobiusinfo@mobiusawards.com
Phone: +310-540-0959

Mobius Awards was established in 1971 in Chicago as part of the U.S. Television and Radio Commercials Festival. It has been in continuous operation since, keeping up-to-date as the industry constantly changes. Since 2001, Mobius has been under the leadership of Lee W. Gluckman Jr. The competition’s headquarters are now in the Los Angeles area of Redondo Beach, California.
Each year, the competition recognizes outstanding work in Brochure/Book, Cinema-In-flight, Direct, Mixed Media Campaign, New Media, Online, Outdoor, Package Design, Photography,  Point-of-Purchase, Print, Radio and Television mediums plus our Student competition.

MOZZIE BOX

Pin to Collection
Add a note
Industry Beers and Ciders
Media Case study
Market Australia
Agency GPY&R Brisbane
Creative Group Head Jim Mckeown
Creative Director Brendan Greaney
Art Director Joshua Bartlett
Released November 2013

Awards

Cannes Lions, 2014
PROMO & ACTIVATION LIONS Product & Service: Alcoholic Drinks SILVER

Credits & Description

Type of entry: Product & Service
Category: Alcoholic Drinks
Advertiser: SP BREWERY
Product/Service: SP LAGER PROMO/ACTIVATION
Agency: GEORGE PATTERSON Y&R Brisbane, AUSTRALIA
Client: SP BREWERY
Product: SP LAGER PROMO/ACTIVATION
Entrant: GEORGE PATTERSON Y&R Brisbane, AUSTRALIA
Type of Entry: Product & Service
Category: Alcoholic Drinks
Entrant Company : GEORGE PATTERSON Y&R Brisbane, AUSTRALIA
Advertising Agency : GEORGE PATTERSON Y&R Brisbane, AUSTRALIA
Chief Creative Officer: Ben Coulson (GPY/R)
Creative Director: Brendan Greaney (GPY/R)
Creative Group Head: Jim Mckeown (GPY/R)
Art Director: Joshua Bartlett (GPY/R)
Marketing Manager: Roger Harwood (SP Brewery)
Account Director: Sarah Grantley (GPY/R)
Production Director: Michelle Short (GPY/R)
Group Managing Director: Phil Mcdonald (GPY/R)

Describe the brief from the client:
As a bit of background, SP Lager is Papua New Guinea's biggest brewery and over the years it's had very little competition.

With new beers entering the market, SP Lager wanted a campaign that demonstrated that they know PNG beer drinkers better than any import ever could.

Their advertising positioning line is OUR BEER and has been for as long as anyone can remember.
Our job was to prove it.

Promotion Development:
The client brief and local PNG insights were the inspiration for the idea and the creative solution came from the humble mosquito coil.

We took a regular carton and made it behave like a mosquito coil by adding the natural mosquito repellant - eucalyptus. Once coated, pieces of the carton were torn off and thrown in a fire to create an insect repellant smoke that kept mozzies away.

One desired outcome was to see PNG locals using the boxes and to prove that SP Lager is the only beer that's truly made for PNG blokes and PNG conditions.

Results:
As you can imagine anything that makes drinking beer better and more enjoyable was gratefully received by Papua New Guinea's, enthusiastic beer drinking community.

One desired outcome was to see locals using Mozzie Boxes to enhance their beer drinking experience. Another was proving that SP Lager is a beer made for PNG blokes and PNG conditions. Both of these outcomes were achieved.

The ROI was outstanding because the idea worked with a simple variation on the existing SP Lager cartons.

Based on the extremely positive reaction to the initial limited edition summer promotion, SP Brewing is planning to roll SP Mozzie Box out nationally next year.

Relevancy to Product/Service:
The design/idea came from two local insights.

One is that in PNG most beer is consumed by blokes outdoors around fires. The other is that in Summer, clouds of huge, malaria carrying mosquitoes attack anyone outside.

To bring the insight to life we printed a natural (Eucalyptus) insect repellant ink coating that turned the SP Lager carton into a kind of big mosquito coil that carried beer.

We retained the classic SP Lager look, added the SP Lager Mozzie Box logo and simple telling drinkers to tear off pieces of carton and throw them in a fire to make smoke.