Hendrick’s Gin has partnered with Posterscope to celebrate the launch of its new limited-edition Hendrick’s Midsummer Solstice gin – the first innovation in Australia since launching its flagship gin over 20 years ago.
Evoking Hendrick’s British heritage and association with the unusual, Posterscope has devised a unique out-of-home (OOH) campaign to bring to life the delicate floral notes of the range for curious Sydneysiders to see, touch, and experience as Australia prepares for the warmer months.
Says Jay Patel, business director, Posterscope: “Hendrick’s is known for being ‘delightfully peculiar’ so we had a lot of fun leveraging the power of OOH to drive curiosity, awareness and engagement amongst Sydneysiders with the ultimate Hendricks Midsummer Solstice experience.”
Until 22nd October, Sydneysiders can hail one of Hendrick’s unusual, floral wrapped London-style cabs and penny farthings at iconic locations and take a delightfully curious journey from the bar to the beach. Street furniture is also enjoying a Midsummer Solstice makeover with special builds depicting beautiful floral displays echoing the limited-edition Hendricks bottle.
While, enhancing a floral takeover of Sydney’s iconic pub, the Paddo Inn, into the Paddo (G)inn, Posterscope produced a digital animated building projection of co-collaborator, flower artist Dr. Lisa Cooper’s, artwork throughout the venue for all to see.
Says Lucy Russel, senior brand manager, Hendricks: “Our ambition was to take over the city with blossoming florals to drive curiosity, awareness and engagement. Working in collaboration with Posterscope and Dr. Lisa Cooper, we brought to life the essence of the Midsummer Solstice in iconic destinations and delivered an explosion of summer blooms to the streets of Sydney, with a classic Hendrick’s twist’.”
Activation Agency: Yakusan
Content: The StoryLab
Digital Amplification: L&A
PR: Red Havas
Digital Projections: habitat
Special builds: JCDecaux