Bromance // Woodstock // LUMO Labs

This campaign for Asahi’s Woodstock brand celebrated Kiwi mateship by transforming authentic “bromance” moments into a dynamic, nationwide digital out-of-home campaign. The concept centred on broadcasting heartfelt and humorous messages between friends, with each screen continuously rotating through the entire collection of curated shout-outs. To handle the variable length of each unique message, our bespoke JavaScript-based solution adjusted the text to fit perfectly within the creative’s boundaries, guaranteeing a polished look for every story shared.

To power this rotating showcase, we provided the Asahi team with a custom-built Content Management System (CMS). Our system would then pull from this library, serving a different comment each time the creative was displayed on a screen. This combination of a user-friendly backend and an intelligent, rotating front-end display created a powerful and flexible campaign that captured the spirit of camaraderie and resonated authentically with the Woodstock audience.