The Urban Oasis
Ideation | Art direction | Brand storytelling | Creative direction | Earned
In a city dominated by boring lagers, our task was to bring the natural ingredients of Hoegaarden to life in a fully integrated campaign.
The Hoegaarden Urban Oasis campaign challenged the relationship between urban and natural environments and looked at the effect this manipulation of space had on city dwellers.
We partnered with osa (the Office for Subversive Architecture)- a collective of architects, renowned for their public space projects and their signature mix of urban architecture, art and the unexpected to create an installation in the urban hearts of London and Manchester. I worked closely with osa on the conceptualisation and execution as well as the extension of the project across ambient and OOH channels.
The installation took the form of a 'natural' pub - seemingly growing out of a grass carpet. All surfaces including the Hoegaarden bar was covered in real growing grass and some of the tables and chairs were at different stages of growth. "Keep on the grass" signs and a jukebox playing sounds from nature encouraged visitors to dwell and be refreshed by nature.
Photography: Johannes Marburg
Outcome
Footfall of 30,000 people per day
48,000 cups of beer sampled
132 pieces of coverage
Winner of European Sabre, PRCA and PR Week awards
Guerrilla marketing reached 700,000 people
Media reach of 70 million OTS