This year, New Zealand’s favorite beer, Steinlager, is launching in the US. To do this, they’re sending one employee, Nick, to the States. We thought “They can’t afford to lose anyone, so let’s get an American as his replacement. Let’s have a competition so an American can win his whole life!” We created a contest where you can “Win Nick’s Life” in beautiful NZ. A website, ads, films, posters, on premise items, web banners and viral pieces presented Nick’s whole life, his parents, job, girlfriend, best mates, etc. From the entries, we chose a winner. The problem was, Nick didn’t want to go...