An installation of a very stuck beer truck in a Sydney CBD laneway has been unveiled to launch Furphy Crisp Lager via creative agency Thinkerbell.
The Furphy truck, which is wedged upright on Little Hunter Street, has garnered significant social media attention since appearing on Wednesday morning.
Malcolm Eadie, Lion portfolio director for craft and premium beer said: "Furphy is all about unbelievable storytelling and the ‘what the truck’ installation is a fitting way to get people talking about Furphy Crisp Lager.”
Furphy and Thinkerbell worked with installation artist, James Dive, and Scoundrel Projects to bring to life the crisp truck set-up.
Thinkerbell head creative tinker, Sesh Moodley said: “The activation has been able to ignite both digital and analog pub chat, with onlookers sharing their disbelief. It’s a genuine ‘what the truck?’ moment.”
The ‘What the Truck’ activation is supported with OOH, radio, social and digital activity and will roll into a BWS retail promotion giving away a six pack of beer live from Monday.
Credits
Client: Lion
Creative Agency: Thinkerbell
Social: Akcelo
Production Partner: Scoundrel Projects
Photography: Toby Burrows
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