“The Big Slab follows a proud Australian tradition of putting massive things by the side of the road."
Queensland’s Balter Brewing Company, has launched The Big Slab, a new tourist attraction to help rejuvenate the state’s tourist economy.
“The Big Slab follows a proud Australian tradition of putting massive things by the side of the road,” says Balter Brewing Company brand director Stirling Howland.
“We saw a completely selfless opportunity to give back to the state where we brew this delicious XPA, whose tropical and floral aromatics set off a fruity palate that will punch your taste buds in the pleasure zone, and is available on tap in over 1600 locations, which you can find easily via our Beer Locatoron at Balter.com.au."
The Big Slab is positioned on the M1 at Yatala and aims to attract families; specifically, fathers and children that probably should have moved out of home, from around the country.
“A lot of people are saying it’s just a picture of a slab on a billboard, and we say to those people come down and see for yourself, just please don’t look at it from the side,” says Deloitte Digital chief creative officer Matt Lawson.
The Big Slab was recently unveiled at a launch event by co-founding member and surf legend Mick Fanning.
A social campaign that gives Big Slab visitors the chance to win drinkable miniature Big Slabs is running through Facebook and Instagram and has already given away over 150 XPA slabs to enthusiastic visitors.
Balter has also created limited release Big Slab merchandise including shirts, tea towels and stubby coolers.
All profits are going to hospitality Tipjar which aims to raise 100k to support COVID affected food and beverage workers.
Credits
Client: Balter Brewing Company
Brand Director & Co founder: Stirling Howland
Marketing Coordinator: Ben Trueman
Creative Consultancy: Deloitte Digital
Creative Brand & Advertising Partner: Adrian Mills
Chief Creative Officer & Partner: Matt Lawson
Executive Creative Director: Charles Baylis
Head of Motion: Rob Weir
Production Company: Collective Digital
Director: Mike Calvino
Producer: Jamie Brooks
DOP: Jamie Brooks
Editor: Collective Digital
