Mountain Culture is a fast growing independent Australian brewery known for its cult following and bold brand presence. During Dry July, traditionally one of the toughest months for alcohol sales, Mountain Culture partnered with oOh!media to test whether a bold, DOOH first strategy could drive real commercial growth. Creative team: Strategy: Alex Rog Art Direction: Ella Trengove Graphic Design: Mountain Culture Motion Graphics: Thomas Carr The challenge was to launch a brand campaign during a period of reduced category demand, while cutting through a highly cluttered media landscape. Rather than spreading budget across multiple channels, Mountain Culture committed exclusively to Out of Home, turning DOOH into their hero channel. The campaign focused on high frequency placements across office, rail, street furniture and retail environments, timed strategically across peak weekday moments. By concentrating spend on Wednesdays, Thursdays and Fridays at key times of day, the campaign maximised real world visibility and proximity to purchase. As Brad Firth, CMO of Mountain Culture, noted, the true scale of the campaign became evident through organic feedback. People repeatedly mentioned seeing the campaign inside office buildings, demonstrating the breadth of reach the channel delivered. The timing strategy also drove tangible results, with direct uplifts in website traffic and retail sales following exposure. I was responsible for the motion graphics across the entire campaign, translating the Mountain Culture brand into dynamic digital executions built for all DOOH formats and environments. This included creating and delivering all animated content assets and preparing final artwork for live deployment across the national oOh!media network. Each execution was designed for clarity, impact and legibility at scale, while maintaining brand energy and consistency across environments. The results far exceeded expectations. The campaign delivered significant lifts across brand awareness, consideration, usage intent and brand preference. Retailers recorded strong month on month sales growth across Dan Murphy’s, BWS and Liquorland, with NSW and VIC outperforming markets with no campaign exposure. The campaign ultimately delivered Mountain Culture’s biggest July on record, defying seasonal category trends. This project demonstrated the commercial power of a focused DOOH strategy when paired with strong creative and precise execution. It also reinforced the role of motion led content in driving attention, comprehension and performance across all digital formats.