ABOUT

Few Australians are familiar with Reese’s American chocolate. So when they wanted to connect with Australians and make a stunt that embodied their brand line “Anything But Ordinary”, we took an extraordinary Aussie behaviour — the ‘Shoey’ — and turned it into the world’s most delicious ‘shoey’ made of peanut butter and chocolate.

'Performed' at the world-famous Bondi Beach during the world-renowned 'Statues By The Sea', we hijacked the event to draw in tens-of-thousands, all accepting Reese's with open arms (filled with Reese's samples). By turning the sculpture activation into a social sensation, we earned the country's respect and out Reese's on the map down under. 12.5K samples given away, 1.5M social reach, 2.8M earned reach.

FULL CREDITS:

Client: The Hershey's Company

Creative Agency: VML Australia
CEO: Tom Tearle
APAC CCO: Paul Nagy
Group ECD: Jake Barrow
Creative Director: Jack Delmonte
Copywriter: Charlie Dejean
Art Director: Andrew Bao
Managing Director (Resourcing): Kelly Foxcroft
Group Account Director: Elaine Loke
Executive Producer: Rachel Rider

PR Agency: BCW