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Tooheys: Tooheys Black Market
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To relaunch one of Australia's most legendary beers, Lion, in partnership with Thinkerbell, Yakusan and UM, created the Tooheys Black Market. The centrepiece of the campaign was a website for a dummy corporation, Platinum Logistics NSW. On a regular browser it appeared to be a typical site of a small business. But visited in 'incognito mode' it revealed the locations of unassuming businesses around the state including laundromats and book stores, where beer lovers could get their hands on this iconic beer under the counter.
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