Tui Brewery plumbs unsuspecting mate's house with beer in new 'Always Something Brewing' campaign via Saatchi & Saatchi New Zealand
Tui
Brewery, Saatchi & Saatchi NZ and five keen lads have teamed up and
brewed a special surprise for a good mate - by plumbing his whole house
with icy cold Tui beer. It took months of planning, a team of the brewery's best beer technicians, an up-for-it plumber, 14 cameras, a heap of kept secrets and a generous helping of fresh Tui beer to turn a house-load of everyday taps into a dream come true.
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Says Corey Chalmers, creative director: "Tui drinkers are schemers,
clever buggers and like a laugh. We also know they don't buy into
bullshit so we needed to be totally authentic. We one hundred percent
did this for real, and it shows. Luckily, our hero Russ was a master
hardcase bugger himself so 
once the deed was done, he was completely
into the idea."Says William Papesch, Tui marketing manager: "At the Tui Brewery, there's always something brewing, and when we're not making a quality drop our mission is to give the boys ingenious ways to get together
for a few beers. Like all great plans, we're stoked how
well it all came together and we couldn't have asked for a better bunch
of guys to bring it to life. Even if we now don't have fingernails after
a hair-raising shoot."Says Guy Roberts, creative director: "It went without a hitch, although the plumber did have to make sure it was properly connected so we didn't feed beer back into the city water supply!"
The campaign launched via YouTube on Sept 17, gaining nearly four million views in its first 48 hours and huge attention from the world media. Multiple versions include a seven-minute version for the whole story, a 90 second edit, with 90, 60 and 15 second TVCs to follow. The campaign includes extensive social media support, billboards, POS, online and GWP promotions.
Client: DB Breweries
Jarrod Bear - Group Marketing Manager
William Papesch - Tui Marketing Manager
Mike Rutledge - Tui Brand Manager
Agency: Saatchi & Saatchi
Executive Creative Director: Antonio Navas
Creative Directors/Creative Team: Corey Chalmers, Guy Roberts
Agency Producer: Anna Kennedy
Account Team: Paul Wilson, Marcelle Baker, Jonathan Bates, Willie Lyons
Planning Team: Murray Streets, Ian Hulme
Production company: 8com
Director: Andy Morton
Executive Producer: Katie Millington
D.O.P: Aaron Morton
Editor: Dan Kircher
Sound Design: Franklin Road
Post Production: Blockhead
Media Agency: Spark phdiq
Digital Agency: Union Digital
Seeding Agency: Giant Media and Porter Novelli International
Public Relations: Porter Novelli
Chulled beer on tap. CHUUUUR BRO! Munt as bay! PHEWWWHOOOOO!
"We also know they don't buy into bullshit so we needed to be totally authentic."
So you did a fake stunt to fool Tui drinkers in believing it's real?