The Reese’s Shoey.

While Reese’s have reached ‘iconic status’ around the world, in Australia they weren’t getting any love. But there is one extraordinary way that foreigners have earned the nation’s respect… doing a shoey. And with Harry Styles, Post Malone and Lizzo doing it (to name a few), it’s become the unofficial official rite of passage into Australia’s hearts and headlines.

So we made Reese’s perform the biggest shoey the country has ever seen, right in the heart of the world-famous Bondi beach.

Despite a big (and continuous) agency push, internal restructuring on the client’s side meant this campaign never got a chance at awards. Sad.