Based on the idea of 6 degrees of separation Tooheys Extra Dry documented 4 young Australians putting this theory to the test and aim to reach their creative hero. Picked from a large group of applicants the four chosen ones respectively went after skater and Jackass performer Bam Marghera, Joel and Benji Madden from Good Charlotte, comedian Will Arnett and director Dave Myer.
The digital challenge was to create an environment for all of the resulting content that would be engaging for a digitally savvy audience that easily sees through non-credible ideas.
6 Beers of Separation
- Lion Nathan
- Campaign duration:
November 2008 - May 2009