Toohey’s Extra Dry, also known as TED, is a well-established ‘cool’ beer brand in the that wanted to introduce a new long-neck bottled called the TED 696 into the market. All long-neck beer bottles get placed into a brown paper bag at purchase so BMF Sydney thought it would be a great idea to use that bag as a new media channel, linked with a popular design site, tedcreated.com.au, with the tag line, The Brown Paper Bag is Your Canvas. The creative team contracted three artists to create designs for the brown paper bags: Luca Ionescu, Sydney/Los Angeles street artist DMOTE and Studio Number One/Shepard Fairey.
Local designers were invited to submit designs in a competition that would be judged by the Luca, David Homer and Aaron Hayward at Debaser, Sydney artist Ben Frost, Murray Bell and Andrew Johnston at Design is Kinky, Colin Blake at MTV Sydney, and Tokyo/Sydney painter Numskull, the prize being a 15 ” MacBook, software and a framed set of designs signed by the three celebrity artists. The ten finalists would each receive a case of Tooheys Extra Day 696. The people’s choice, selected online by members of the public, would receive two cases of TED 696.
The winner of the competition was Mike Watt, a Sydney based illustrator and designer. Click on the face below to see the winning bag design.
There were 500,000 longnecks sold in the first eight weeks of the 696 campaign, and over 2000 people from 104 different countries responded to the bag design competition.
Click on the image below to play the video in YouTube (HD)
The TED 696 campaign was developed at BMF Sydney by executive creative director Warren Brown, creative director Simon Langley, interactive creative director Chris James, art director Shane Bradnick, copywriter Michael Canning, producer Sora Nobari, flash designer Ed Stuckey, art buyer Sarah Thompson and account manager Nick Garrett.
The 696 campaign won a Silver Pencil at the One Show 2009 for Point of Purchase and In Store Promotion, a Silver Lotus at the AdFest Awards for Direct Marketing, and a Yellow Pencil at the D&AD Awards 2009 for Printed Material in Branding.