Toohey’s calls in Vice for 6 Beers project

vice-we-can-meet-heroesVice is the latest to be involved in Toohey Extra Dry’s massive 6 Beers of Separation project, creating a custom magazine on meeting your idol.  

The “We Can Meet Heroes” special publication sees Vice interpret the 6 Beers campaign, which is based around the six degrees of separation idea – that everyobody on the planet is just six contacts away from everyone else. The project, which has been showing on YouTube backed with heavy traditional advertising, has featured young Australians attempting to meet their idols.

Vice commissioned six high profile creatives to produce a set of six interconnected covers for the magazine. They are  are L.A based party photographer Mark “TheCobrasnake” Hunter, French video producer So Me, Sydney based fashion label Romance Is Born, pro skater Dustin Dollin, Vincent from electro band Midnight Juggernauts and Luiza Sa – guitarist from Brazilian band CSS. Each contributor is linked to the next through a six degrees story.

It also offers tongue-in-cheek advice on how to meet your hero and how to hold a decent conversation once you do.VICE has created an online edition of “We Can Meet Heroes”.

The magazine – which will be distributed with Vice magazine – was produced in conjunction with creatuive agency BMF and media agency Zenith Optimedia.


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