How do you create instant brand equity for a revamped pub restaurant on a low budget? In this case, we didn't just come up with a new message, we messed with the medium.In fact, we poked holes in it (sorry, couldn't resist). For the launch of Boomtown we crafted some tasteful in-jokes about the quality of pub food and beverages. The pay-off was some direct marketing collateral that (by virtue of those cute little holes) you could kind of pick up and "eat" or "drink". Fresh ideas for a fresh new experience.