Tinska
Read the story- Brand
- Gage Roads Brewing
- Year
- 2020
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Racing & Sports
- Platform
- Installation
- Agency
- MITP Agency
Objective
In May 2020, Western Australia eased COVID restrictions to allow groups of up to ten, and Gage Roads Brew Co wanted to move on that reopening instantly — giving locals a reason to head outdoors with friends while making its Single Fin cans part of the occasion, tying the moment directly to beer sales.
Solution
There's no app: the player buys a pack of Gage Roads Single Fin, heads to a park or backyard with friends, and drinks. The empty cans left standing become the game pieces for Tinska, a lawn game adapted from the Finnish game Mölkky (known locally as Finska) — players take turns tossing a wooden pin to knock over the cans, scoring points for each one felled, until someone hits the target score and wins. The full rules run as a single instructional page on Gage Roads' website under the post "Time to Tin-ska!", so the only setup is drinking enough Single Fin to have cans to throw at.
- 1
The player learns of the campaign through the brand's social posts and video, then buys a pack of Gage Roads Single Fin cans that doubles as the future game kit.
- 2
A group of up to ten players gathers at an open outdoor space, such as a park, beach, or lawn.
- 3
The group drinks the beer, emptying the cans before play begins.
- 4
The player opens the brand's "Time to Tin-ska!" webpage, which serves as the game's sole one-page rule sheet.
- 5
The emptied cans are set up on the ground as pins, standing in for the wooden pieces of Mölkky (known locally as Finska).
- 6
Players take turns throwing from a set distance to knock down cans, scoring by the Finska-style rules until someone meets the listed win condition.
- 7
After the game, the cans are collected for recycling, framed by the brand as the cans' second life before disposal.
