• My basket
  • Your Shopping Basket is empty.

Total — £ (ex. VAT)

The Great Tasmanian Pipeline

Award: Wood Pencil

Wood Pencil / Integrated / Integrated / 2009

While James Boag's is a well-known and respected name in brewing, Boag’s Draught was comparatively unknown outside its native Tasmania. So to introduce it as a tap beer on mainland Australia we exploited Tasmania’s island status to create the Great Tasmanian Pipeline – a fictitious pipeline that supposedly pumped fresh Boag’s Draught straight from the brewery to Australian pubs. The ‘Tassie to tap’ campaign involved ambient installations of the pipeline in bars and on the street, print executions, a mobile site, a Facebook fan page, rich online media and a microsite that reinforced the idea that the pipeline was built, and beer was flowing directly to mainland Australia.

Register Now to
Keep Reading

Once registered you will have access to this article and all other features, access our archive and case studies, be able to submit your work to us and receive our newsletter if opted-in.

Register Now
Why Register? Swipe to hide

Why Am I Being Asked
to Register?

We'll ask you to provide a few details about yourself, your current role and what you do. We won't share your information with other parties and won't spam your mailbox.

This site contains over 50 years’ of award winning work, articles, interviews and case studies. Register to gain full access to everything.

Are you credited on this winning entry?

If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again