Carlton Draught: Magnatron

We built Australia's biggest game outside Australia's biggest game. Constructed in front of the famous MCG stadium, Magnatron was a ten-story high 42-ton version of a skill tester arcade game. With a 30 metre high crane and a giant electromagnet. Over a $100,000 in prizes were contained within a 20 metre prize box in 14 custom-built prize cages. Winners were elevated 8 metres into the air in a scissor lift, where using controls identical to what you¹d find on a regular skill tester, they controlled the movement of the crane and triggered the decent of the magnet. 100,016 people who attended the Grand Final saw the spectacle of a 1.5 ton Toyota Hilux being lifted twenty-eight metres into the air. Not to mention the 3.4 million who saw it on live television.

Advertising Agency: Clemenger BBDO, Melbourne. Australia
Executive Creative Director: Ant Keogh
Art Director: Luke Thompson
Copywriter: Seymour Pope
Executive Producer: Sonia Von Bibra
Producer: Jason Byrne
Account Director: Michael McKeon
Account Manager: Phoebe Farquharson
Experiential Agency: Traffik
Experiential Account Director: Nick Harvey
Photographer: Alex Aslangul

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18 comments

Jaap Grolleman's picture
Jaap Grolleman
7004 pencils

Nice idea, would have been nice if they'd could link it back to beer, instead of just sticking their logo on it.

Guest's picture
Guest

only superdrunk people could play.

Guest's picture
Guest

Magnodrunk, actually.

This was set up next to the stadium where the Australian AFL Grand Final was played. :)

Guest's picture
Guest

You seriously need to stop with your negative comments regarding the work on this site. It's brutally obvious from your website that you need to spend a great deal of time sorting it out. The concepts, art direction, design and copy are all very poor and don't reach the standard of any piece of the work on this site.

Guest's picture
Guest

i was reading all yours comments man...you dont like anything...
you just says bad thing about all the ads you see.
i saw your works and i can say for sure...very, very ungly stuff, and very bad ideas.
Before says bad things about other work learn how to to good ads, please.

a friend you know

Guest's picture
Guest

it would be nice if you would work a bit more on your portfolio instead of playing the ad critic on here. because work is needed.

byzade's picture
byzade
131 pencils

i agree

Guest's picture
Guest

this is great

vanMeter's picture
vanMeter
80 pencils

Great idea, agree with Jaap

AnonymousDave's picture
AnonymousDave
18 pencils

Jack Mancer's real name is Jaap Grolleman. What else don't we know about you Jaap/Jack? Are you a Supervillain?

Jaap Grolleman's picture
Jaap Grolleman
7004 pencils

Let's keep this advertisement the subject shall we ;-)

AnonymousDave's picture
AnonymousDave
18 pencils

Of course we shall. So, is your Supervillain name Magnatron?

Guest's picture
Guest

Second prize from the right, stack of kegs of their beer.

JeffGreenhouse's picture
JeffGreenhouse
310 pencils

Great way to get attention at a big event. And who isn't going to stand around for a bit to see if someone can actually land one of the prizes. I guess once you snagged one with the magnet it wasn't going to fall back in (like they do in the regular size machines), otherwise that Toyota would be toast.

Guest's picture
Guest

Good event !

Labo Tomtom & Nana

How Arnold built his beautiful image?
Comment Arnold s'est construit sa belle image?

http://www.youtube.com/watch?v=KEJ3856PeuE

Roger Keynes's picture
Roger Keynes
5498 pencils

Shame they didn't have this idea in conjunction with Carlton's epic 'Big Ad' a few years ago.

Will Think for Salary

velle's picture
velle
1550 pencils

a toyota hilux! i wish i was there!
*cant wait to replicate a similar game here

agatur's picture
agatur
80 pencils

great picture

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