Red Agency was engaged to generate awareness for the Carte Noire instant coffee, which was a new brand launching into a crowded market.
Activation 1 - Launching Carte Noire


The launch would reach and capture the attention of a wide audience, supporting the brand’s new above-the-line campaign and roll-out into retail outlets. The aim was to create owned shareable content which could be distributed online. The launch would encourage consumer trial of the product as well as showcasing the new brand to trade and consumer media.


The centrepiece of the experiential activation was the unveiling of a giant 3D piece of artwork which illustrates the first scene of the TVC. The event would also enable us to put the product into the hands of a large volume of consumers through dedicated sampling activity.

Red Agency unveiled a 2.4m x 15m piece of 3D artwork, created by world-renowned Australian street artist Jenny McCracken. The art was made from a combination of paint and chalk and covered a large area of the forecourt outside of Customs House in Sydney.


  • Media breakfast hosted at Quay Bar attended by 12 journalists from across trade and consumer media, including Cosmopolitan, Food Magazine and Retail World
  • Secured over 11 pieces of trade media coverage and 6 pieces of consumer media coverage, including an extremely positive 9/10 review from Lifehacker
  • Distributed 15,000 samples of Millicano Wholebean Instant within five hours on site
  • The video showcasing how the 3D art was put together and the public engagement with the artwork has had over 19,000 views on YouTube