Heineken Silver Takes Over Perth with Three Hand-Painted Murals
Campaign: Heineken Silver Perth Takeover
Location: Hyde Park Hotel | West Perth | Northbridge
Three walls. Three artists. Three very different locations across Perth.
For Heineken Silver’s latest Perth campaign, Made You Look Media was engaged to deliver a multi-site hand-painted OOH rollout, transforming three prominent walls into large-scale painted advertisements for the brand’s “World-class low carb lager. Smooth & refreshing taste.” campaign.
The project brought together Art by Row, Michael Betts and Bec Abdy, with each artist taking on one of the three locations across West Perth, Northbridge and Hyde Park Hotel.
And yes - every one of them was painted by hand.
Hyde Park Hotel — painted by Bec Abdy
The final wall at Hyde Park Hotel took the detail to another level.
Painted by Bec Abdy, the artwork features two Heineken Silver pints coming together against the campaign’s blue-sky backdrop.
At first glance, it genuinely looks printed.
Look closer and the reflections through the glasses, foam, beer, hands, shadows, highlights and depth have all been individually painted onto the building.
For us, this wall is a perfect example of how far hand-painted advertising can be pushed when you combine the right artwork with an artist capable of reproducing extremely fine detail at mural scale.
Three blank walls to three finished murals
Made You Look managed the campaign from site coordination and creative adaptation through to artist production, access, painting and final content capture.
Each installation was also documented throughout the painting process, allowing us to capture the transformation from blank building to completed campaign.
When the three finished walls are viewed together, they demonstrate what we think hand-painted OOH does particularly well: take an established advertising campaign and give it a physical presence people can actually stop and look at. No vinyl wrap. No printed skin. Just a lot of paint, access equipment, talented artists and some very steady hands.
Newcastle Street, West Perth — painted by Art by Row
The Newcastle Street mural created a high-impact roadside execution incorporating oversized Heineken Silver bottles, people and Perth references into a wide-format wall.
The location sits on one of the major routes through West Perth, so the composition needed to work quickly at street level and from passing vehicles while still rewarding a closer look.
Painted by Art by Row, the finished wall brought the original digital campaign creative into the physical environment at a completely different scale.
Project Credits
Client: Heineken Silver
Media / Agency: EssenceMediacom / WPP Media
Production & OOH: Made You Look Media
Artists: Art by Row, Michael Betts & Bec Abdy
Photography / Content: Jed Steele
Location: Perth, Western Australia
Want to Turn a Wall Into a Campaign?
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Taking one campaign across three very different walls
One of the challenges with any multi-site mural campaign is maintaining a consistent brand identity without forcing the same piece of creative onto three completely different buildings.
Each Heineken Silver wall had its own dimensions, architecture, sightlines and surrounding environment, so the campaign artwork needed to be adapted specifically for each site while retaining the key Heineken Silver assets, product imagery, blue-sky palette and campaign messaging.
The result was three connected pieces of OOH that clearly belonged to the same campaign, while still working individually within their locations.
Northbridge — painted by Michael Betts
For the Northbridge wall, Michael Betts translated the Heineken Silver campaign into another large-scale streetscape execution, incorporating Perth city references into the background while maintaining the core product and campaign messaging.
Sitting within one of Perth’s busiest entertainment precincts, the mural gives Heineken a physical presence within the neighbourhood rather than simply placing another conventional advertising format into it.
That distinction is a big part of why we love hand-painted OOH. It becomes part of the street.
