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Creative

Garage Project Dishes up the Dirt in Latest Campaign for ‘Dirty Water’

Digital out-of-home campaign was developed by Auckland agency Hello

Garage Project Dishes up the Dirt in Latest Campaign for ‘Dirty Water’

Garage Project has launched a digital out of home campaign via Hello, to promote its new craft seltzer, Dirty Water.

Says Matt Sloan, brand manager, Garage Project: “The full team have been working tirelessly to create Dirty Water. We’re not the first to market but we’re very confident with what we’ve produced. It tastes great, is gluten-free, has nearly no sugar, and is less that 90 calories per can.”

The local brewer, known for its original takes on craft beers, has created three thirst-quenching flavours Pineapple Passion, Lemon Lime and Raspberry Yuzu, available at liquor stores and supermarkets in a mix- six pack and 10 packs. To sweeten the deal, Garage Project is donating 10% of all seltzer profits back to the Million Meters Streams Projects, which aims to restore a million meters of waterways across New Zealand.

Says Gary McCreadie, executive creative director, Hello: “The beauty is in the name of the product and sometimes advertising needs to just get out of the way. They’re taking over the nation, one dirty suburb at a time, from Dirty Kingsland to Dirty Ponsonby, all the way to Dirty Te Aro.”

Garage Project dishes up the dirt in latest digital out-of-home campaign via Hello for ‘Dirty Water’


Says James Polhill, managing director, Hello: “We’re enjoying working with the team at Garage Project. Dirty Water is a nod to the seltzer snobbery in the beer world and a subtle dig to other clean RTDs on market that are supposedly good for you.”

Garage Project dishes up the dirt in latest digital out-of-home campaign via Hello for ‘Dirty Water’


The campaign is currently running across the LUMO network nationwide and oOH! media in Wellington.

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