To promote our agency to potential clients around Wellington, we ran a contest to capture Wellington's flavour in beer. We then got this beer in front of potential clients by putting into their office water coolers for Friday office drinks. Hundreds of litres of beer were consumed by potential clients. And Wellington's civil servants got even less done than usual.

First, the public submitted over 1,000 ideas to describe Wellington as a beer on our campaign beer coasters. These were given to over 300 home brewers who we’d recruited online. They made 156 new Wellington-flavoured beers and Wellington’s top professional craft brewers made the best 4. At the end of the campaign, there was almost no bar, pub or restaurant you could enter in Wellington without seeing our name on the beers we produced. We even put them into the water coolers of businesses around town. The free media generated kept our agency at the forefront of creativity in Wellington.