The posters are brutally simple. The idea is conveyed entirely through the image with no need for supporting copy. The executions are surprising and iconic, grabbing consumer’s attention. The photography is modern and fresh with a graphic quality to it- a departure from the dusty outback imagery previously used by the brand. The combination of simplicity, iconic images and a new modern treatment make the posters highly engaging and attention grabbing in every touch point.

The simplicity of the idea and its iconic execution successfully communicated “Extra Cold” and “refreshing” therefore answering the product element of the brief. The brand also saw a significant increase in its popularity amongst lager drinkers, helping to contemporise the brand.