The idea of Rock One Hundred was to create awesome wearable gear for Rock beer fans and some complementary buzz with zero budget. We decided to design 100 different shirt options for the fans to choose from and exhibit them in a gallery and virtual showroom. The shirts could be ordered from special e-store but not everyone could get them. There was a catch. The campaign ended up with 500 delivered T-shirts and 1/10 of Estonians reached. Quite an achievement for campaign that funded itself.
