Sydney’s lockout laws killed the city’s vibrant all-night nightlife. Yet in London, on the other side of the world, the party went on and on and on.
So when Beefeater wanted to launch down under, we turned the clocks to London time and threw a party in the middle of the night (which was actually at 1pm).
We took Beefeater’s distinctly British look and feel and localised it, creating an illustrated parallel universe showing night VS day, London VS Sydney and Big Ben VS the Sydney opera house.
Socialites from all over Australia turned out to party the night away, but were actually tucked up in bed before the sun went down.
