Grolsch Beer / Anheuser-Busch wanted to make their fans into instant artists, and generate submissions to transform their #DiscoverInteresting campaign into interactive art. Centred around a public, photo contest the brand aimed to remove boundaries and notions of convention.

As the primary liquor sponsor of the AGO (Art Gallery of Ontario), Grolsch had access to a sold out event of 2000+ guests and the Galleria Italia wing, where we helped create a venue-wide social media campaign.

Working with brand ambassadors, our staff collaborated and suited up in Grolsch apparel and produced an ignorable display of photography, digital monitors and artistry. Guests stopped in their tracks to inquire, participate and flood the floor with their submissions.

1 in 5 people interacted with our instant art and hashtag-driven activation spiking content submission over a span of an entire evening, garnering participation from social media accounts including a major publication company, Grolsch Global, AGO, and influencers.

pre nuit #discoverinteresting #firstthursdays #ago #art #toronto

A photo posted by Emily Pyatt (@emilyepyatt) on