Adshel brews a beer in a billboard

In what is probably an industry first, Adshel in New Zealand has brewed a beer inside a billboard.

The execution is part of the Wellington in a pint initiative, which asks the public to describe what they thought Wellington would be like if it was a beer.

The campaign is being run by Clemenger BBDO Wellington, which is using feedback from the Facebook page to write a brief to challenge Wellington amateur brewers to create the perfect Wellington beer.