Taking advertising creativity beyond the line

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What’s next is up to you.

A quick-step journey through sites best sited to a life lived to the full

A quick-step journey through sites best suited to a life lived to the full

Not your ordinary website for not your ordinary beer: when Steinlager Edge debuted as the mid-strength beer for those living life to the full, we knew we had to pull something out of the bag to not only help explain the product benefit, but to cut through — with an idea that actually added value to the web experience, rather than interrupting it.

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The result: a seamless, swift, iFrame-based choose-your-own-adventure journey through some of the best local content – selected purely for those to whom living a full life is not about doing less, but about doing it all.

Your journey begins at one of many clear-cut web ads (with up to three times average click-through) inviting you to decide what’s next. We set up multiple journeys based on themes like Work vs Play, and Home vs Away, and lead you through sites that prove the web is not just for email and news, but inspiration and opportunity. Each site was carefully selected to help provide ideas for getting ahead, getting away, or getting inspired — and each step was also closely tied with an occasion to drink.

Every page featured an iFrame journey selector, acting as a stepping-stone to the next

Every page featured an iFrame journey selector, acting as a stepping-stone to the next

Using iFrames allowed us to control the journey, while providing full, uninterrupted access to the entire content of each site that agreed to join us in promoting Steinlager Edge – right down to ensuring Flash movies would still run under our overlay (thanks CactusLab!)

Drawing a line in the sand.

Standing our ground with words writ large

As a precursor to the launch of a new campaign for Steinlager Pure, iconic words from the late Prime Minister of New Zealand, David Lange, were writ large in the sand on New Zealand’s shore.