WURST, a German beer hall & restaurant brand found 2014 Oktoberfest beer festival an appropriate time to connect with huge audiences. To entice the audience, the brand kicked off an OOH campaign showcasing huge beer mugs. WAX agency ideated and executed the campaign for the brand, which saw different ambient innovations executed on roads.
 

• Beer posters: These posters were placed along 4th Street in Calgary leading up to WURST to promote Oktoberfest.
• Statues: The agency placed German alpine hats, a sign pointing to WURST on these statues at 17th Ave and 4th Street in Calgary to kick off Oktoberfest.
• 3D Posters: These die cut posters were placed on wild poster boards around Calgary. Each was posted with an intentional bend to exaggerate the body part in the photo.