Shop Small for Amex

The Challenge

Fourth Wall was approached by Howorth Communications to help develop a media event for the American Express “Shop Small” movement, which is a annual campaign that is active during the month of November. The campaign’s focus is to promote Small Businesses in Australia, and to encourage community members to “Shop Small" (i.e. shop locally).

In close collaboration with Howorth, we developed and executed an activation using an iconic Australian location to successfully acquire international attention.

The Creation

Over the course of 12 hours, we worked with our trusted partners from the Collective of Creator to install a 50m x 23m “Shop Small” banner, and a 10m-diameter logo on the bottom of the swimming pools at the iconic Bondi Icebergs.  

 The pool was then refilled, and the water used to ballast the banner. Scuba divers were engaged to ensure that the items were firmly secured. We also erected more than 50 teardrop banners and “Shop Small” flags, to ensure that the site was cohesively and extensively branded.

The entire Icebergs precinct (and its multiple stakeholders) were invited to be a part of the morning media launch, which saw American Express provide free entry to the Bondi Icebergs’ pool and complimentary branded swimming caps, towels, water bottles, coffee and juice to all patrons during that morning.

The media event included an address from the Minister for Communications, Malcolm Turnbull, and the Minister for Small Business, Bruce Billson.

Matt Moran (Head Chef of Fish at North Bondi), and Monty Koludovic (Head Chef of Bondi Icebergs) then battled it out in a scrambled egg cook off, while former Olympic athlete Michael Klim gave the local children a swimming lesson they’ll never forget!

The Outcome

The results were spectacular and our objective to secure international attention through the use of an iconic Australian location was well and truly achieved, with photos from the event going viral, right around the globe.