Brewery/Dance/Emma/Girlfriends/Mr Blackwood/Parents

In 2007, New Zealand’s favourite beer, Steinlager, launched in the US, starting with New York. To do this, they sent one employee, Nick, to the US. We thought, ‘They can’t afford to lose anyone, so let’s get an American as his replacement. Let’s have a competition so an American can win his whole life!’ We created a contest where participants could win Nick’s life in beautiful New Zealand. A website, ads, films, posters, on premise items, web banners and viral pieces presented Nick’s whole life, his parents, job, girlfriend, best mates, etc. From the entries, we chose a winner. The problem was, Nick didn’t want to go...