The TED696 Project created a new advertising medium in the Australia beer category, by claiming the medium that all larger size beer bottle are sold in - the brown paper bag. To launch the Tooheys Extra Dry 'longneck' bottle, we collaborated with Shepard Fairey, Luca Ionescu and DMOTE to design the brown paper bag, and opened the medium up at designers around thew world. The result saw the most successful product launch in Toohey Extra Dry histroy, aand all beer brands being sold in the TED696 branded brown bags. 

D&AD Yellow Pencil: Branding (2009)
Cannes Gold Lion: Promo and Activation (2009)
Cannes Gold Lion: Direct (2009)
One Show Silver Pencil (2009)