The Bottle-O launches street artist painted fridge adoption program via Dig

Australian Liquor Marketer’s (ALM) The Bottle-O has launched a new digital campaign via Dig, the ‘Fridge O-doption Program’.

The campaign features discarded fridges that have been painted by various street artists, which will be available for adoption.

The 60-second spot begins with shots of abandoned fridges, only to be rescued and then painted by a Bottle-O employee.

ALM’s general manager marketing, Josh Gaudry, said: “Australians often discard their old fridges kerbside, which sees them end up as landfill. Sometimes all they need is a little repair, and a little love.”

Dig’s executive creative director David Joubert commented: “The artists have done an incredible job in designing unique artworks ready to feature in homes, offices, local businesses, men’s sheds or the good ol’ Aussie pool room. So, if you need your heart warmed and your beer cooled, O-dopt a fridge today.”

Six artists have been commissioned to paint the fridges: Pabs, Nico, Kim Siew, Lachlan Heavymetal and Sindy Sinn. Each fridge is able to be adopted through the Fridge O-doption Program, running for six weeks ending 21 November 2021.

The campaign will be supported with a paid media spend across Facebook, Instagram and YouTube for 6 weeks and will be promoted via EDM as well.

It’s not the first work Dig has done for the Bottle O, back in October 2020. Dig was appointed to ALM’s strategic and creative account in the same month.

Dig was formerly known as Channel T.


Creative agency – Dig
Chief Creative Officer – Peter Cerny
National Executive Creative Director – David Joubert
Senior Copywriter – Owen Bryson
Senior Art Director – Anna Paine
Group Account Director/Producer – Andrew Grey
Account Director – Sarah Allan
Stills Photographer – Zac Nairn
Digital Director – Teresa Truda
Director – Richard Maxton
The Editors – Andrew Clarkson
Sound – Rumble
Voiceover – Adrian Mulraney, RMK
Artists – Chulo
Client – Australian Liquor Marketers
General Manager, Marketing – Josh Gaudry
Senior Marketing Manager – Jacqueline Ling
Brand Manager – Alyshia Conen
Digital Brand Manager – Rebecca Bradley

Media: Starcom


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.