Lion Nathan have teamed up with BMF and JCDecaux Innovate to transform Citylights panels into beautiful beer showcases aimed at providing people with the facts so that they can make informed choices about what they are drinking.
Launched as the second phase of the Beer a Beautiful Truth category initiative, the custom built JCDeaux Citylights panels have hit the streets of Sydney, Melbourne and Brisbane to deliver on Lion’s promise of being transparent about what’s in their beer.
The JCDecaux panels have been transformed into larger-than-life bubbling beer showcases, created from a 1030 x 1680 high tank filled with amber liquid connected to a pump to generate a beer bubble-like effect. A second campaign burst will showcase Citylights panels crafted into life-size beer fridges containing over 1000 bottles displaying nutrition information panels (each bottle having been uncapped, refilled with a coloured beer-like substance and recapped again). The campaign aims to put information about beer front and centre, as well as to provide the opportunity for passers-by to learn more via the Beer a Beautiful Truth website.
The bubble beer showcases are live from 3 – 15 November 2015 in Melbourne and Brisbane and from 16 November in Sydney. Beer bottle showcases hitting the streets of Sydney (York Street and Clarence Street), Melbourne (Southern Cross Station), Brisbane (Queens Plaza and Albert St Mall) and Adelaide from 17 – 30 November.
For more information visit: www.beerthebeautifultruth.com