We partnered with Foster’s to launch a guerrilla marketing campaign that turned the idea of wellness on its head — introducing the Foster’s Spa, an unapologetically Aussie take on self-care. It all began with cheeky planted articles in the press, teasing that Foster’s was opening a spa. Curiosity piqued, we followed up with two social films and a main launch film, bringing the irreverent concept to life onscreen.

Then came the real thing: a pop-up Foster’s Spa, where guests were invited to bring a mate and relax the Foster’s way — with saunas, cold brews, and an atmosphere soaked in laid-back humor. The experience peaked with an in-spa party, transforming the space into a full-blown celebration. Finally, we capped it all off with the launch of Foster’s Skincare — a tongue-in-cheek product drop that tied it all together and left everyone wondering if self-care had just changed for good.