Create a new concept and viral marketing plan for an existing product.This was a collaboration with the university’s TV, radio and scriptwriting students for Ringwood Brewery’s Fortyniner beer. .
Again, like many of the collaboration projects, I put a project proposal forward that was chosen by the team to be produced as our concept.
The Concept was to put an age restriction on the beer in a similar way to the 18 certificate on films. However we flipped this around and launched a campaign that no-one under the age of 49 years of age was allowed by law to drink Fortyniner beer. This worked by producing a series of posters, ad campaigns, supporting website and a whole underground ‘false identity market’ selling fake moustaches etc.
The idea was to have a lot of fun making the films and all the associated media, which we certainly did.
For the final online campaign a series of 4 news videos were produced showing the epidemic spreading and the effects that Fortyniner’s could have on younger drinkers. It also added to the campaign of catching the Notorious Criminal and repeat offender Jamie Green.