Tooheys tests the six degrees of separation theory as Foster’s gears up

A promotion from Tooheys Extra Dry which offered young Australians the chance to meet their idols is to be broadcast as a 90 minute special on Foxtel.  

The first stage of the 6 Beers of Separation campaign ran late last year and asked for people to send in video applications to take part. They were asked to choose the artiistic inspiration who they would want to meet. This was the challenge video:

From the applications, the Lion Nathan brand selected four winners, gave them each a six pack of Tooheys Extra Dry, $12k to spend on travel and 18 days with a film crew.

They were then challenged to use the idea of six degrees of separation – that anybody in the world can be reached in six steps – to help them meet their targets. The four winners were:

  • Comedian Oliver Clark, wanting to meet actor Will Arnett
  • Graphic designer Matthew Haynes, seeking Jackass co-creator Bam Margera
  • Sydneysider Meaghan Blake, trying to find Good Charlotte
  • Ruwan De Silver looking for director Dave Meyers

Their adventures are due to be  shown on the 6 Beers of separation website from next month. And the whole thing will be shown as a 90 minute special airing on Foxtel in May.

Several agencies have been involved in the project, including BMF, which is TED’s lead agency, Holler, which built the website, Radical Media which was involved in the production and Zing which is handling the PR.

The launch marks a period of intensive activity for beer brands. Foster’s brand VB – whose agency is Droga 5 – is set to launch a major brand advertising campaign in June, reports the Sydney Morning Herald. Foster’s has also launched a major partnership with the RSL for a fund-raising appeal around Anzac Day.

And Foster’s is due to launch a new big budget commercial later this month with an air date of March 22 pencilled in. Mumbrella understands it is comedy themed and set in the future.


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