When Goose Island’s hop-heavy IPA landed in Australia, most drinkers were still stuck on safe, easy beers. So we positioned it as the champion of flavour—the absolute antidote to bland. With an integrated campaign targeting adventurous foodies, we got lager lovers to finally take the IPA leap. We went above and beyond (the tiny budget) to prove the point - launching Goose Island in the least flavourful place in the country: the Shire of Bland, NSW. - and before you ask, yep, there’s a real place called Bland.

We took over the town, befriended the mayor and kicked off a campaign that went viral—and somehow got the Prime Minister to accidentally endorse it and donate $1M in the process. It’s a story so wild, we’ll have to tell you it over a beer sometime.