For CUB's premium light beer, Sterling, a distinctive venue and approach were required to raise the impact and ensure the success of this product's launch. Melbourne's Federation Square was the venue chosen for its architectural merits and central exposure.

To transform this large space into a vehicle for a spectactular product launch Haycom created a distinctive branded entrance and interior environment.

A large screen displayed video clips and IMAG (live video signal) while the facade of Federation Square was enlivened using powerful outdoor lights constantly swirling CUB and Sterling logos. This combination created a powerful statement and incorporated the venues features. As a result passing public were also aware of this new marque brand.