Havaianas Thong Challenge is a world record attempt held annually on Australia Day at top beaches across the country. It brings together like minded Aussie action- instigators on the most patriotic day of the year to celebrate the ultimate summer icon – the thong.

The 2010 challenge was bigger and better than ever and featured DJ’s, beach games, giveaways and of course the world record attempt (truly a sight to be seen). Nearly 6,000 people took part in the challenge itself with tens of thousands of spectators cheering them on. The world record of 908, previously held by Bondi was smashed by Cottesloe in 2010 with a total of 1,301 people out on the water on their inflatable Havaianas.

Congrats to Cottesloe! See you next year!

Sydney-siders were offered a cool break from high summer temperatures as part of the launch for the new NESTEA Pear & Honey flavour.

Urban transformed Wynyard Place in the CBD into a massive chill zone, anchored by a huge, yellow hexagonal tent (honeycomb, get it!?) with custom-installed misters that spread a fine, cooling mist througout the square.

Sydney-siders were invited to take a step inside the tent to cool off and enjoy an ice-cold sample of Pear & Honey NESTEA. Temptation proved too strong for a select few who stripped down to get the full effect. Now that’s a NESTEA Challenge!

To launch the new Baileys with a hint of Coffee, Urban toured a pop-up Coffee Shop to events and major shopping centres across the country.  Throughout December 2009 we offered patrons at Westfield Bondi Junction a much needed break during their last minute Christmas shopping sprees.  Meanwhile at Taste of Sydney in March 2010 we offered guests the chance to sit down and take stock of all the great food and wine stalls at the event and sample a Baileys with a hint of Coffee.

Off-premise sampling and a ‘Chill & Win’ sales promotion rounded out the launch campaign.

The product launch was one of Diageo’s most successful, with Baileys with a hint of Coffee named alcohol beverage of the year at the inaugural Australian Product of the Year Awards.

The inaugural Breaka Poolies took place on December 4th, 2009 at Wet and Wild on the Gold Coast. The event offered teens aged 14-17 the chance to rock out at Australia’s largest ever pool party – headlined by Yves Klein Blue – before heading their separate ways for summer holidays.

Teens enjoyed supporting performances by Phrase, DJ Flagrant and local favorite Vasy Mollo as well as demos by graffiti artists & breakdancers, inflatable games and of course the awesome Wet & Wild rides.

UnderBody by Speedo launched into the Australian market in September 2009 with model Lara Bingle and Olympic swimmer Andrew Lauterstein as the spokespeople. Urban worked with Speedo to launch the brand online using a digital PR and social propagation strategy using assets produced from the photo shoot.

The pairing of an iconic Bondi brand with a newly iconic Bondi babe proved to be fertile ground for content sharing, online discussions and PR.

The Ultimate Ears Virtual Guitar Championship encouraged closet rockers to put on a pair of Ultimate Ears earphones and rock out to tracks from ‘Guitar Hero Greatest Hits’ to become Australia’s first Virtual Guitar Champion.

Radio, print and online communications drove wannabe’s to the championship, which took place in Melbourne and Sydney over six days and attracted over 1,700 entrants.

Havaianas Thong Challenge is a world record attempt held annually on Australia Day at top beaches across the country.  It brings together like minded Aussie action- instigators on the most patriotic day of the year to celebrate the ultimate summer icon – the thong.

Last year over 3,600 people participated across the country and a new world record was set in North Bondi.  This year we’re taking the event to a new level with live performances, radio crosses and more action on the beach and in the water.  To join in this years’ fun sign up now at www.havaianasthongchallenge.com.au.

Coca-Cola Surf School offered free surf lessons to teens across the country. Urban took the core objective – to build brand love – and delivered a simple strategic proposition; you’ll never forget the day you got up on a surf board for the first time. And if Coke can help you do it that’s a step in the right direction towards building brand love.

Surf School took place at 17 beaches across the country, offering over 1,500 lessons to more than 20,000 kids.  The campaign launched Coca-Cola’s facebook fan page – which is now approaching 50,000 fans – and housed over 60,000 photos of participants to tag and share the love.