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Silver Winner

Entrant: Saatchi & Saatchi New Zealand, Auckland

TUI Beer
"TUI Beer Plumber"

Corporate Name of Client: Heineken New Zealand
Client Supervisors: Jarrod Bear/William Papesch/Mike Rutledge
Agency Account Supervisors: Paul Wilson/Marcelle Baker
Agency Account Director: Jonathan Bates
Account Executive: Willie Lyons
Media Planners: Mike Harland/Stacey Stephenson
Planning Director: Murray Streets
PR / Marketing: Strahan Wallis/Joanna James
Agency: Saatchi & Saatchi New Zealand, Auckland
Executive Creative Director: Antonio Navas
Creative Directors: Corey Chalmers/Guy Roberts
Agency Producer: Anna Kennedy
Social Media Strategist: Ian Hulme
Production Company: 8com, Auckland
Director: Andy Morton
Executive Producer: Katie Millington
Director of Photography: Aaron Morton
Post-Production Company: Blockhead, Auckland
Editing Facility: 8com, Auckland
Editor: Dan Kircher
Sound Design Company: Franklin Road, Auckland
Audio Engineer: Shane Taipari
Media Company: Sparkphd, Auckland
Digital Media Company: PHDIQ, Auckland
Digital Agency Company: Union Digital, Auckland
PR Agency Company: Porter Novelli, Auckland

Description of the Project:
Tui had lost its way. It’s advertising relied on using sexy girls to build Kiwi 'bloke' appeal. While that had worked for years, the Tui drinker (25 to 29) had moved on. With the mainstream beer category in decline and the brand losing relevance, we needed to take action. We created the brand essence 'always something brewing' which was about bringing to life the antics that happen when blokes get together. We set out to challenge perceptions that we were a brand past its prime by doing something to generate true social currency and fresh momentum for the brand.
So Tui Brewery pulled off the ultimate stunt on an unsuspecting Tui Drinker while he was on holiday. Tui would take over his house and re-plumb it completely with delicious, crispy cool Tui Beer. No actors, no sets, no script, just some clever tradesmen, 14 security cameras, 12 kegs of beer and no guarantee it would work and all done completely for real.
Channel-wise, this wasn't something you launched on TV. Consumers needed to discover it organically, endorse it and pass it on for it to have impact and become truly 'viral'.