Brewerkz: "Musical Bottle"
The brief: Get journalists to cover a fund-raising recital for Singaporean music students
The idea: To support the charity performance, we worked with our client Brewerkz Restaurant & Microbrewery to develop "Ashkenazy Lager" a limited-edition beer named after the renowned Russian pianist who would headline the concert. To raise awareness of the event, we developed this DM piece especially for journalists, to attend the beer’s launch..
Results: 24% of journalists invited turned up. The event was covered in all the main Singaporean newspapers. As well as the TV station: "Channel News Asia".
The bottle’s markings correspond to real notes (we got a flautist from the Singapore Philharmonic Orchestra to help).
The journalists were invited to bring to the bottle to the launch and play a few notes, thus providing an impromptu orchestra before the main show began.