Beer o’clock?

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AUCKLAND, Today: Indie creative shop Hello has forged a digital billboard campaign for the launch of Garage Project’s flagship beer, BEER.

Garage Project founder Jos Ruffell said: “Leveraging a real-time, open weather API, the dynamic campaign automatically appears at 5pm or whenever the temperature hits a balmy 25 degrees, the best times to enjoy a cool, refreshing lager.

“Sometimes simple is exactly what you want, why bother dressing it up? It is what it is. Beer.”

Garage Project is an independent brewery based in Aro Valley, Wellington. Founded in 2011 by brothers Ian and Pete Gillespie, and Jos Ruffell, they transformed an abandoned and dilapidated car garage into a high-tech craft brewery, whose aim is to create “unique and beautiful beers, to push boundaries, reinterpret styles and challenge the notions of what beer can be”.

“Beer advertising has been a core strength of the agency.”

Hello ECD Gary McCreadie said: “We kept pretty close to the brand tone on this one; nothing crazy.

“Drink beer when it’s hot. Drink beer after work. They started it by calling their beer, BEER.”

Hello MD James Polhill said: “Garage Project is a business we’ve admired from afar for over a decade.

“Beer advertising has been a core strength of the agency and we’ve got no doubt the work will resonate with beer drinkers throughout the country.”

The campaign is currently running across the Lumo nationwide network.


Client: Garage Project
Founder: Jos Ruffell
Agency: Hello
ECD: Gary McCreadie – Executive Creative Director
CD: Damon O’Leary – Creative Director
Creative: David Amann
Creative: Guy Trengrove
Design Director: Charles Bloomfield

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