The key insight was that when Australia competes on the world stage we unite and join in to show our support, do our bit and play a role. The rallying cry of ‘Australians All – Let’s Make History’ invited Wallabies fans online to unite together in a world record photo-mosaic.

This mosaic brought the brand and sponsorship’s core attributes to life – bringing people together for the love of beer and the Wallabies - in a multi-disciplined program which included packaging, POS, interactive and standard outdoor, print, TVC, on-line advertising - all centred around a dedicated campaign website.

Ultimately the campaign captured the imagination of Wallabies fans by hitting patriotic hot buttons & giving supporters the opportunity to make history by taking part in the production of the worlds biggest ever photo mosaic, a version of which travelled with one lucky supporter to France for presentation to the squad.The campaign increased awareness of Tooheys New’s Wallabies sponsorship by over 55% - versus a target of 45%. The site achieved 108,000 unique visitors and 65,412 fan submitted photos, resulting in a new World Record for the largest photo-mosaic measuring 526.845 square metres.