Newcastle puts fans in beer then on web

Here’s a great live-event-to-social media promo by agency Vitro that turns constituents into ambassadors. Can’t say if they’re Newcastle beer lovers, beer lovers, or fun-loving Del Mar racing fans. But the plan, one of three of the brand’s summer art projects, was simple. Shoot them in a traditional Newcastle beer glass (Geordie Schooner); bribe them to post with a t-shirt:

Agency: Vitro
Executive Creative Director: John Vitro
Creative Director: KT Thayer
Art Director: Paul Lambert
Agency Producer: Mickey Strider
Found on Scary Ideas

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