Grolsch #86

Project: Grolsch #86
Client: SABMiller*
Expertise: Brand Campaign

"Together with branding agency Hunter, Grolsch has commissioned local artists James Dodd and Simon Murray to design the exterior of a tram, and put together a short film documenting the making of it. But this isn’t any old tram." - Paul Gallacher, Broadsheet

Wanting to make a big impact on the streets of Collingwood, Fitzroy and other inner-urban areas of Melbourne as part of our Grolsch Grid campaign, we provided a city tram and bus as blank canvases for artists Simon Murray & Jim Dodd. Simon Murray’s bold work playfully focuses on the alternative and ‘living on the outside’. Jim Dodd's work celebrates the ‘written Aussie word’ normally found scrawled on bathroom walls, seats and doors.

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The resulting collaboration celebrated the illicit world of tagging and transit graffiti in an ironic, visual explosion as the underground merged with the mainstream. The tram itself was in effect a moving billboard that literally stopped people in their tracks.

Originally intended to run for a short-time, the tram continued to trundle around Melbourne for seven months. We’d hazard a guess that over 1 million Melbournians connected with the tram with a wider audience clapping eyes on it through the various social channels. In all, an awesome Brand Building experience and one of those ‘I made that’ moments.

*SABMiller’s name has disappeared after its $104 billion takeover by Anheuser-Busch InBev, eliminating a corporate moniker whose roots date back to the late nineteenth century. As part of the mega-merger, Grolsch has been on-sold to Japanese brewer Asahi.

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Brand strategy, creative strategy, creative direction, art direction, copywriting, graphic design, illustration, activation, film, photography, social media, transit media, buying & planning, project management, production management & execution.

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