Furphy billboard pours Melbourne the beers in new campaign via VMLY&R, UM, oOh! and PPR
Furphy has dropped a massive 20-foot billboard in the middle of Federation Square that pours beers to celebrate the launch of the newest Furphy campaign ‘What The Furphy’.
The billboard was a collaboration between VMLY&R UM and oOh! Media with PPR handling the PR.
The What The Furphy campaign is centred around telling furphies – a word that has become part of the Australian vernacular. It all started with WW1 troops spinning a yarn or two around the Furphy water cart. This is where their stories became tall tales or furphies as they’re affectionately known. Fast forward to 2019 and Furphy Refreshing Ale will begin telling its own stories – stories which begin with a truth and are embellished by walking a thin line between the believable and unbelievable.
Says Malcolm Eadie, brand director, Furphy: “The What the Furphy activation is designed to surprise and wow the crowds at Federation Square, and make people ask themselves, “is that really true or going to happen?”
To get their hands on a refreshing Furphy Ale, Melbournians invited to pull on the novelty
sized tap handle, triggering the billboard to pour an icy cold Furphy Refreshing Ale. After collecting their Furphy, people can head into a separate, designated area in front of the billboard to mingle and enjoy their Furphy.
The What The Furphy billboard will be at Federation Square from the 29th of January through until the 3rd of February with fresh beers being poured from Friday 1st February between 2pm and 8pm, on Furphy Friday. To launch the billboard on Friday 1st February at 2pm, Furphy has invited Former Western Bulldogs and Brownlow Medallist Adam Cooney to join the crowd for a Furphy Refreshing Ale before heading over to Transport Hotel from 3-5pm to join the SEN team as they broadcast live from the venue.
26 Comments
Probably the second best poster in the world.
If only Carlsberg made billboards
Do you think regular people in Australia give a shit if Carlsberg had a similar billboard? You wanker.
Free beer tho
I don’t know what’s better. The agency name or the idea.
No you’re right. But the industry does and now you like like fucking clowns for copying one of the most famous billboards in history and pr ing it as your own. You moron.
Cheap shot calling others wankers, when you write mastubatory press releases about ideas that have already famously been done before.
If I were the client I’d be asking for the concept fee back and wondering why at no point did any of these 4 agencies call this major furphy out. It didn’t just run in the UK, it won at pretty much every international show.
“Hi creatives, the client saw the Carlsberg idea and wants to do something like that. No wait, they want to do exactly that”
– Lazy account team (probably)
Of course most consumers don’t care. Just like they don’t care about Campaign Brief, a marketing trade title mostly read by creatives. So if you want to spruik your work without even a side note of ‘borrowing’ (politely) from an incredibly famous execution then it shows a complete lack of integrity and you’re going to be called out for it.
The fact you don’t care that the idea ripped off someone else’s hard work is a scary thing for the industry… In the kindest of words, you should leave this industry. There are people here that are passionate about fresh new ideas and not half arsing someone else’s work
There’s the Aussies with integrity and then the ones who’ve been stealing for a living for 200 years.
Apart from the blatant rip off and poor execution (it’s a man inside a billboard handing out beers)… it’s a pretty crappy campaign, what the Furphy? Surely a Furphy would have been a better place to start.
Odd not to see laboured quotes from each and every senior manager of this lot. But understandable considering just how shit this work is on every level. From the stealing of another agency’s idea to the ridiculous long handle that doesn’t pour beer, this is one of the worst pieces of work I’ve seen during my vast and celebrated career. Malcolm. If you’re reading this, put your business up for pitch. You know this cost a lot of money. You deserve better. To the creative ‘leaders’ of VMBLABLABLA, I hope this one piece of work in the one people remember forevermore when they hear you’re name.
You’re welcome.
T.O.
‘your’. Sorry. Even the best of us can make mistakes.
Creative idea X
Great execution X
Innovative production X
Clever promotion X
Literally the worst piece of work I’ve seen in a long time.
It’s only in that backwater Melbourne. No one will see it.
I would happily rip off an idea from around the world if, after lots of trying, I couldn’t beat it and I thought it was going to be the most effective.
I just wouldn’t PR it.
Please quit while you’re ahead. Some of us actually care about creative integrity.
@@flay me
I care about delivering results for my clients more than doing something ‘new’.
where’s the original creative idea?? stick to making coffees
Ah the old delivering results v quest for creative originality argument.
Except this is one billboard.
So what results are you referring to?
Sales? Wondering if at today’s Monday Furphy Sales meeting, there is a spike on the sales chart thanks to this activation? Doubt it.
Earned Media?
It has barely made a blip on anything other than industry press (which isn’t real PR right) – Didn’t quite set social on fire now..
To most other peoples point, if the ‘results’ are PR/earned media then you really do need to be creative. That is what some of this industry do so well.
This is lazy shit.
Good beer but!
This has LION written all over it…
…this was a media idea.
I doubt any top tier agency would present an idea that’s been done so famously well.
Thanks @something tells me. You are so right. No top tier agency would present this idea. Summed up perfectly.
You’re welcome.
T.O.
The fact that no creative agency leader commented here from VMLY&R shows it was probably UM + Ooh on this one. I bet VMLY&R just made the copy. Doesn’t look like a lot of effort, either.