Gage Roads Builds the Wall of Yewww · 2026-01-15 · 4 min read · By Zanni GA — BM Outdoor
Gage Roads Builds the Wall of Yewww
Zanni GA — BM Outdoor 2026-01-15 4 min read#OOH#Outdoor Advertising
Quick answer: Gage Roads Brewery created a massive beer can wall in Fremantle that reveals a hidden ‘yewww!’ message through smartphone cameras, blending OOH with digital discovery.
Frequently Asked Questions
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.
The installation was created to encourage visitors to vote for Single Fin in the GABS Hottest 100 while reinforcing Gage Roads’ coastal brand identity.
Thanks to the spectral sensitivity of smartphone cameras, the message becomes visible when people scan QR codes or take photos of the wall.
The wall was conceived, designed, and built entirely by the Gage Roads Brewery team.
That interactive design, subtle technology, and authentic brand culture can turn physical installations into highly engaging OOH experiences.
Bottom line: Ahead of the GABS Hottest 100, Gage Roads Brewery transformed its Fremantle entrance into an interactive installation built from over 2,000 cans. While the wall appears purely decorative at first glance, smartphone cameras reveal the hidden message ‘yewww!’, a celebration of coastal culture and the brand’s ‘Made for Yewww!’ platform. Designed and built in-house, the project showcases how physical craft, technology, and brand culture can merge into a memorable OOH experience.
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