Thinkerbell has brought to life a mind-boggling installation with Furphy to celebrate the launch of the new Furphy Crisp Lager.
Wedged upright is a Furphy truck in the Little Hunter Street laneway, in the Sydney CBD.
The installation has garnered significant social media attention since it appeared on Wednesday morning.
The agency and Furphy worked with installation artist, James Dive, and Scoundrel Projects to bring the impossible Crisp Truck set-up to life.
Malcolm Eadie, Lion portfolio director for craft and premium beer, said: “Furphy is all about unbelievable storytelling and the ‘what the truck’ installation is a fitting way to get people talking about Furphy Crisp Lager.”
Sesh Moodley, Thinkerbell head creative Tinker, said: “The activation has been able to ignite both digital and analog pub chat, with onlookers sharing their disbelief. It’s a genuine ‘what the truck?’ moment.”
Dive added: “We wanted the onlookers to find a truck that was not only blocking their way, but also in a genuine predicament.”
The ‘What the Truck’ activation is supported with OOH, radio, social and digital activity and will roll into a BWS retail promotion giving away a six-pack of beer live from Monday.
Always enjoy Furphy responsibly.
Credits:
Client: Lion
Idea: Thinkerbell
Social: Akcelo
Production Partner: Scoundrel Projects
Photography: Toby Burrows