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Beer Economy

Award: Wood Pencil

Wood Pencil / Integrated & Earned Media / Integrated / 2011

The Tooheys ‘New’ campaign was built on a simple and indisputably Australian truth: beer is constantly used as a currency between mates. So we made Tooheys New the Official Currency of the Beer Economy. This integrated campaign showed that whatever a mate asks you to do, there's always a fair price in beer. We gave the country its first ever comprehensive price guide to the Beer Economy.

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