Foster's is an authentic Australian beer and its advertising has always been defined by dominant Australian lingo and imagery. When we began to design branding for Foster's, we were aware of cultural differences between markets and the need to cater to a local market, to a different cultural idiom, to Indians. A survey conducted, affirmed our notion that international depictions of Foster's Art of Chilling, such as beach, surf and barbecues, were not going to be relevant. Instead, we employed the insight that Chilling means different things to different people.

To leverage this thought further, we created 17 Chillhead characters, each representing individual ways of chilling familiar to an Indian audience, ranging from cricket and comedy. What emerged was a campaign thought that resulted in effective brand and environmental design across media.

With Agency : VGC

Awards: Silver for Integrated Design Project, Designomics Awards 2013