Grolsch gets set for 400th year celebratory roadshow
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As part of a global campaign. Grolsch, has launched “Celebrating 400 years of Originality” in the UK.
400 artists from around the world will have their designs featured on a series of limited edition packs and cups, targeted OOH, digital advertising, social media and merchandise. The full range of artwork will be revealed online during the celebration of Grolsch’s official birthday May 11th 2015.
To coincide with this, an experiential roadshow developed by LIFE Agency, is to be launched on March 10th at Waterloo Station before heading off to other major UK cities. The interactive tour will give consumers the chance to sample Grolsch and take part in a unique experience that creates an original portrait using special effects.
‘Selfie’ style portraits will be taken using an electronic camera sculpture that incorporates a number of different cameras operated by consumers via a cable release – in the form of a swing top bottle. Each shot uses a different special effect and will be combined together to create one unique and original portrait of the visitor. Images will be projected on to a billboard and merge to create a giant swing top bottle, shared on social media, and printed and presented in a wallet designed by one of the artists, with a money off coupon.
“Grolsch is renowned for its individuality and this is something we wanted to pay tribute to during the 400th year anniversary” said Molson Coors UK’s brand director Ali Pickering.
The roadshow will visit London, Birmingham, Brighton, Bristol, Cardiff, Liverpool, Leeds and Manchester.
Agency credits
Creative and digital content – VCCP
Social media – VCCP Kin
Media planning and buying for digital – Zenith Optimedia
Experiential roadshow – LIFE
Media planning and buying for OOH– Kinetic
PR and art installation – Eulogy! and Graffiti Life
Photography and technology instalation- Arcstream AV
