HENDRICK'S GIN
OPERATION SEACRET INGREDIENT 

With a saturated gin market where almost every herb and fruit on land have been experimented with, we were asked to create a campaign that invites you to escape the same of the same and embrace a new unusual, peculiar taste. What followed was a multi-phase quest of curiosity.
 

A TVC and digital assets were created to remind consumers that there's more to gin than the daily mundane. 

1.

2.


We kicked the campaign conversation off with PR to announce that Hendrick's was set to embark on an unusual mission to discover a seacret ingredient in their Cucumbarine. 
 

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3.

We then introduced our crew to lead the conversation on social media and to keep conversation going, we shortly after followed up with a distress call on our brand social platforms with messaging that the Hendrick's Cucumbarine went missing. 

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4.

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We turned to the music identifying app, Shazam, with a cryptic radio ad that led listeners to the Hendrick's website where they could win an experience on the Cucumbarine. 
 

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RADIO SCRIPT

SFX: Sonar Pulse

VO: Sick of staying in your lane, shazam this ad,

       and leave the mundane.

SFX: Sonar Pulse

VO: Heed the call of your curiosity, shazaam this ad,

        and taste the most unusual G&T.

SFX: Sonar Pulse

VO: Escape the conventional, Shazam this ad,

        and embrace the delectable.

SFX: Sonar Pulse

 

5.

News at on-premise and digital platforms started circulating speculation that the submarine was reportedly found, followed by clips of the expedition adventures.
 

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Finally, we launched the campaign activation with a life-size Cucumbarine submerging, breaking through high visibility areas around the globe, week after week. 

6.

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Inside the installation was a fully functional pop-up bar serving Hendrick’s Gin, with the new-found sea-cret ingredient in a signature cocktail.

 

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