Has unveiled a striking on-site installation in Fremantle designed to rally support for its flagship beer, Single Fin, ahead of the. More than a visual spectacle, the activation blends physical craft, digital discovery, and brand storytelling—turning the brewery entrance into an interactive call to action.
A wall that hides more than it shows
At first glance, the installation appears to be a giant wall made entirely of beer cans. But the magic lies in what’s not immediately visible. Thanks to the spectral sensitivity of smartphone cameras, a hidden message—“yewww!”—is revealed when visitors scan QR codes or simply capture a photo of the wall.
This unexpected reveal transforms a static structure into an interactive experience, rewarding curiosity and encouraging participation without relying on traditional advertising prompts.
Design, technology, and brand culture
The hidden message isn’t just a visual trick. “Yewww!” celebrates the moments Single Fin is brewed for: epic coastal days, time with mates, and the laid-back energy of Australia’s shoreline culture. The reveal ties directly into the brand’s creative platform, “Made for Yewww!”, launched last year as a tribute to these shared experiences.
By combining physical design with smartphone-led interaction, Gage Roads shows how subtle technology can deepen engagement without disrupting the environment.
Built by the brewery, for the community
Constructed from more than 2,000 cans, the wall was conceived, designed, and built entirely by the Gage Roads team. This hands-on approach reinforces the brewery’s craft ethos and strengthens the authenticity of the activation—it’s not just marketing, but a reflection of the people behind the brand.
Positioned at the brewery’s entrance in Fremantle, the installation doubles as a landmark, a voting reminder, and a shareable moment for visitors heading into the venue. 
With this installation, Gage Roads Brewery demonstrates how out-of-home activations can go beyond visibility and become experiences. By hiding the message in plain sight, the brand invites discovery, participation, and emotional connection—proving that sometimes the most effective campaigns are the ones that let people uncover the story themselves.
FAQs about this campaign
What is the Gage Roads ‘Wall of Yewww’?
It’s an on-site installation in Fremantle made from over 2,000 beer cans that reveals a hidden ‘yewww!’ message when viewed through a smartphone camera.
What was the goal of the installation?
The installation was created to encourage visitors to vote for Single Fin in the GABS Hottest 100 while reinforcing Gage Roads’ coastal brand identity.
How does the hidden message work?
Thanks to the spectral sensitivity of smartphone cameras, the message becomes visible when people scan QR codes or take photos of the wall.
Who created the campaign?
The wall was conceived, designed, and built entirely by the Gage Roads Brewery team.
What can brands learn from this OOH activation?
That interactive design, subtle technology, and authentic brand culture can turn physical installations into highly engaging OOH experiences.
Craft emotive OOH that resonates
Explore high-visibility print and OOH formats that elevate brand values and recall.
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