TED 696
Toohey’s Extra Dry, also known as TED, is a well-established ‘cool’ beer brand in the that wanted to introduce a new long-neck bottled called the TED 696 into the market. All long-neck beer bottles get placed into a brown paper bag at purchase so BMF Sydney thought it would be a great idea to use that bag as a new media channel, linked with a popular design site, tedcreated.com.au, with the tag line, The Brown Paper Bag is Your Canvas. The creative team contracted three artists to create designs for the brown paper bags: Luca Ionescu ( Like Minded Studio ) , Artist DMOTE ( Sydney / New York ) and Shepard Fairey ( Studio Number One ).
There were 500,000 longnecks sold in the first eight weeks of the 696 campaign, and over 2000 people from 104 different countries responded to the bag design competition.
The TED 696 campaign was developed at BMF Sydney by executive creative director Warren Brown, creative director Simon Langley, interactive creative director Chris James, art director Shane Bradnick, copywriter Michael Canning, producer Sora Nobari, flash designer Ed Stuckey, art buyer Sarah Thompson and account manager Nick Garrett.

D&AD Yellow Pencil (Branding)
CANNES – Gold – Promo (Alcoholic Drinks)
CANNES – Gold – Direct (New Product Launch)
CANNES – Silver (Best new product launch)
CANNES – Silver (Ambient Media)
CANNES – Bronze (Best Integrated Campaign)
CANNES – Bronze (Media)
ONE SHOW – Silver (Best In-Store campaign)
AWARD – Silver (Direct Response Campaign)
AWARD – Silver (Alternative Media Individual)
AWARD – Bronze (Alternative Media Campaign)
AWARD – Bronze (Alternative Media Campaign)
CAPLES – Gold (Interactive campaign)
CAPLES – Gold (Interactive campaign)
CAPLES – Silver (Direct Mail flat)
ECHO Awards Gold (New Product Launch)
ADMA – Silver (Direct Response Print)
ADMA – Silver (Alternative Media)
ADMA – Silver (Art Direction)
ADMA – Silver (Integrated Campaign)
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