25 June 2008
APN Outdoor & Heineken put 2,016 bottles of beer on the wall

In an Australian Outdoor advertising first, APN Outdoor and Heineken have launched a custom large format site at Melbourne Airport this week.

Rather than using a conventional vinyl skin, Heineken wanted a custom–built installation comprising 2,016 Heineken bottles to emphasise Heineken’s “Nothing Artificial” positioning.

The idea of using real Heineken bottles on the site originated with Heineken’s creative agency Leo Burnett and media agency Zenith Optimedia. Instead of having computer generated artwork on the site, real bottles have been in­­stalled and captured behind plastic screens to hold the installation in place.

“Outdoor should capture consumers’ imagination and this is a great example of a brilliant tailored execution,” said Paul McBeth, APN Outdoor general manager, marketing. “As technology continues to evolve, we are able to deliver custom-builds for clients more quickly and cost effectively than ever before.”

For press-related enquiries please contact:
Misty Cambray
National Marketing Manager
Ph: 02 8569 3125
misty.cambray@apnoutdoor.com.au

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