For the past 30 years, 1800 Tequila and Proximo spirits have been realising the creative potential of waste in Mexico. With a growing presence in Australia, last year, they wanted to find a way to address the ever-increasing waste problem down under. With over 20 million tonnes of waste being dumped into the ground year in, year out, they wanted to find a way to celebrate all the incredible creative applications of our waste. They also wanted to start associating their product with elevated drinking experiences and had a desire to move their tequila away from being perceived as something you simply drink as shots.

Working with 21 Australian innovators, artists, and designers, we repurposed one of the 18,000 tip trucks that pour waste into the ground every day, and had it pour out what that waste could become. From melted shampoo bottle walls to salvaged concrete tables, every element of the bar was made from waste that was once headed to landfill. The bar was designed to capture both the problem and solution in one and stand as a powerful visual reminder that our waste has limitless creative potential. Every component of the bar was scannable and shoppable, leading to an immersive digital experience where customers could learn more about our waste crisis and, more importantly, support the creatives who are creating a circular economy. The best part? Once last drinks were called, every single element of the bar was repurposed or recycled into brand-new products.

Working with prolific artist James Dive, the bar structure itself was designed to capture Australia's waste problem as well as showcase the incredible things we should be doing with that waste. By creating a space that was immersive and allowing people to experience high-quality products made from trash, we wanted to get young Australians to view our waste as something that is too good to be wasted. While 1800 has been playing a significant role in finding creative uses for waste back in Mexico, one of the primary goals of this bar was to promote and propel the incredible Australian innovators who are on the ground making a difference. We reached over 41 million through earned media (1,673% more than our KPI) and a further 3.6 million on social media. We were featured in 49 (10 of which were international) publications including Timeout, Channel 7, Man of Many and Australian Bartender. 100% of coverage included at least 1 key message with 83% of coverage including hero assets, surpassing KPI by 20% and 13% respectively. Further to this, 94% of coverage secured included 2 key messages and 88% of coverage contained 3 key messages. All tickets were sold within 9 hours of the event launching. And our event page had a total of 5000 views. More importantly, we helped propel and promote the creatives who are a circular economy, increasing traffic to our partner websites by over 400%.