Tinska Outdoor Game

Objective

In May 2020, Western Australia eased COVID-19 gathering restrictions to allow 10-person groups. Gage Roads Brewing sought to reconnect with local consumers by creating an engaging outdoor social activity that would drive beer sales during a critical moment when people were beginning to gather publicly again post-lockdown.

Solution

Tinska is an outdoor game built on the classic Mölkky concept (known as Finska in Australia), where the cans of Gage Roads Single Fin beer serve as both the consumable product and functional game pieces. Players purchase the beer and use the cans to play; the campaign positioned the product as essential to outdoor socializing and recreation. The concept leveraged Australian slang for beer (tins) in the game name to create cultural relevance.