Reese's: The Reese's Shoey

Reese’s is a big deal around the world. But down in Australia they're just another big, loud American brand no-one was paying much attention to. Fact is, it wasn't enough to just get noticed by Australians, they needed to get accepted by them. So they did what every other foreign celebrity does to get Australia's hearts and headlines (including Harry Styles, Post Malone and Lizzo): a shoey. And it was to be the biggest and best one yet.

'Performed' as a 4-metre high statue, it was put up right in the heart of the world-famous Bondi Beach during its world-renowned annual art exhibition. Hijacking an event witnessed by tens-of-thousands, people took selfies of themselves doing a shoey, seeing it become more than just OOH, nor just sampling beacon, but a social media sensation too.