Beer Billboard Casts Long Shadow

Newcastle ad and its 3,000 bottle caps come alive at night

Level up your creative strategy with Sir John Hegarty, and leaders at TwentyFirstCenturyBrand, Walmart, Spotify, Hartbeat and more. RSPV and join Adweek Abroad in Cannes: The Business Case for Creativity at Whalar House, June 18–22.

Many's the night I've lain awake and wondered just what a 128-square-foot billboard using 3,000 Newcastle Brown Ale bottle caps and a single light source might look like. Now, thanks to ad agency Vitro and artists Ellis Gallagher and Pablo Power, I have my answer. Shadows cast by the meticulously bent, stacked and arranged caps form a creepy/cool face and a ghostly arm reaching for a glass of the brew. The impressive piece, designed to illustrate the duality of the beer's dark color and light taste (the "lighter side of dark," as the headline says), is one of three branded art projects that Newcastle unveiled in San Diego this summer.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in