A punch machine with more punch.

The brief

Primo’s “Lunch With More Punch” campaign needed exactly what it says on the tin — punch. A standard pull-up banner wasn’t going to cut it at Coles head office, so the campaign came to life as the most literal activation possible: a full-size punch machine, wrapped nose to tail in campaign artwork.

What we built

We wrapped our boxing machine in Primo’s campaign creative — branded tower panels and a printed base carrying the “Lunch With More Punch” line — so the machine reads as a piece of the campaign, not a hire unit with a sticker on it. Artwork layout, print and application all happened in-house, then we delivered and installed it at Coles head office alongside the campaign’s point-of-sale displays.

Why a punch machine works

A boxing machine turns a foyer into a contest. Every swing posts a score, every score starts a rivalry, and the campaign line gets read out loud every time someone challenges a workmate to beat 837. That’s the difference between signage people walk past and a brand moment people queue for.

At a glance