This integrated campaign spawned from an indisputable truth: beer is constantly used as a currency in Australia. When the world economy crapped itself, the Beer Economy boomed. So we made Tooheys New the Official Currency of the Beer Economy.

1. We launched the first ever Beer Economy price guide via TV, radio and web.2. We then used our 'Accepted Here' sticker to advertise in a space only ever used for forms of payment.3. We created an online beer calculator, so blokes knew what to charge.4. We created 'IOU coasters' for pubs nationwide, to keep each other honest.5. We created template posters, to help people earn their own beer.6. We built real-life installations to graph Beer Economy spending, publishing the findings as nationwide print executions.7. The brewery will inject a nationwide stimulus package. Throughout 2010, a team will travel the country lending a hand in communities.All workers will be paid in beer.

- We created a highly visible media space for free.- Businesses all over the country advertised for us.- Hundreds of thousands of dollars in free media.- Huge return on investment - stickers cost only $0.03 each.- Phenomenal sales of 11 million litres in the first month.- One irate Tax Department.