Client: BWS (Woolworths Group)
Agency: Paper Moose
Industry: Retail alcohol
Role: Head of Design + Art Director + Graphic Designer
Contributors: Georgia Shillington, Max W, Carl Tindall, Rob Hughes, Kate Holdsworth, Eddie Bennett, Nick Hunter and Maren Smith.
Agency: Paper Moose
Industry: Retail alcohol
Role: Head of Design + Art Director + Graphic Designer
Contributors: Georgia Shillington, Max W, Carl Tindall, Rob Hughes, Kate Holdsworth, Eddie Bennett, Nick Hunter and Maren Smith.
BWS were looking for a fast, strategic pivot away from convenience to a new focus on their boutique hyperlocal range.
Our research showed an insight that would define the campaign: local distilleries, breweries and wineries often rely on word of mouth to find success. Neighbourhood passions are strong and Local brand lovers are the champions make brands succeed.
The heroes of the campaign are a series of mega fans who show their love for local drink makers in personal ways – from getting bottle tattoos, to tiling logos onto the bathroom wall. Each scenario was uniquely branded for over 600 billboards and bus shelters across 35 different regions. I Art directed the campaign and led a team of designers to develop and produce the robust campaign. If you look closely may also even see a cameo of myself donning a tattoo gun.
The campaign achieved instant neighbourhood kudos, it gave exposure to 92 smaller brands that were struggling during covid – all while promoting BWS as the place to buy local.
