By now, and thanks to the efforts of The Monkeys, Aussies know all about being hungrythirsty.
Oak now has a valuable asset…
..which The Monkeys have already turned into a Snapchat coupon for free Oak that only those who cure themselves of being hungrythirsty (by drinking Oak) can use. Clever, yes.
Now The Monkeys have used Oak’s hungrythirsty asset and its core target market’s passion for online games in a game of decisiveness to launch its new flavoured milk, Strong Ice Coffee.
In keeping with the strength of the new coffee milk, The Most Decisive Game Ever , is a challenge.
It contains ten difficult levels specifically designed to weed out the hungrythirsty.
To make it even harder, the game can only be played once a day, at the time of day when most people are feeling sluggish – 3PM…
…and when you lose, you have to share your shame on Facebook to be able to play again.
To suit its most likely players, it is best played on a mobile…
…and make it the hardest (and the fun-est) it can be, the game is played through a website. “A browser based game removes all barriers that apps currently put forward and allows our fans to prove wherever they are, that they’re the least hungry thirsty gamer in Australia,” stated Grant Flannery, interactive planning director at The Monkeys.
The game may be played here.
Weekly winners will be awarded a fridge full of Oak, and the person who claims the grand title of The Least Hungrythirsty Person in Australia will win a championship ring that unlocks privileges for the next year (along with some serious bragging rights).
Morten Halvorsen, interactive creative director at The Monkeys explained, “Only two people have managed to beat the game so far, so calling it hard is an understatement. But claiming the title as Australia’s least hungrythirsty person shouldn’t be an easy feat.”
Agency: The Monkeys
Executive creative director: Scott Nowell
Interactive creative director: Morten Halvorsen
Interactive planning director: Grant Flannery
Art director: Alice Schofield
Copywriter: Anthony Campagna
Digital design lead: Eva Godeny
Junior designer: Laura Ives
Junior digital designer: Lauren Elliot
Planning director: Michael Hogg
Tech director: Peter Vahaviolos
Developers: Han Lee & Lachlan Tweedie
Executive producer: Sabrina Riedel
Senior digital producer: Alastair Reilly
Content director: Katie Wong-Hee
Senior content manager: Lauren Shelley
Community manager: Alexandra Gee
Music composer: Eric Skiff