Synopsis

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.

Solution

With the understanding that our audience wouldn't return to a campaign site over and over again, we created numerous destinations that served the content. Next to MySpace, YouTube, Facebook, Heavy, a mobile site and urban tastemaker portals, the main showroom for the videos was www.6beersofseparation.com

Over the course of the campaign the site went through three iterations. Each one carried a unique tone and reflected the state of the project at that time.

Casting:

Taking the visual metaphor of a garage or studio, this version was all about exposing your character and your skills to the world.

Trailer:

The cast was now chosen but in a holding position. They were shown next to a window, as they were facing the journey to meet their individual heroes.

Show:

Enter the mega city! Following a green thread and travelling the globe, our cast was making connections, doing their best to prove that you can meet anyone in the world in six steps.