Introduced in 2006 as a new drink for inner city people, McKenna looked to go beyond simple awareness for their product and focussed on an urban art inspired design and copy that was reminiscent of poetry slams. Their new tag line was "If the city is your paradise".
The 2008 campaign was led by the event series "McKenna AirBar", an Australian-first as a bar plus DJ was lifted to 164 ft overlooking the city. The digital challenge was to accompany the AirBar with live elements, ticketing and an insight into the brand itself. After the events finished an update to the website brought the attention to the brand proposition of "giving you a different perspective on your city", using a Google maps mashup.