Hendrick’s Gin encourages commuters to ‘step into the peculiar’ with gravity-defying bus shelters

As the nation begins to open, Hendrick’s Gin has launched a new Out of Home (OOH) campaign to encourage commuters to escape from the conventional by stepping into the peculiar and embracing the delectable. Delivered by creative agency Space and launching across London, Manchester, Brighton, Cardiff and Liverpool, the Victorian-surrealism themed activations evoke a sensory overload at the most mundane of places: the bus shelter.

Building on the immersive Summer Escape portal experiences from previous years, including the King’s Cross Station takeover which transported over 400,000 commuters into the peculiar world of Hendrick’s Gin, the UK’s number one premium gin brand and Space are together expanding their immersive narrative to reach key city-dwellers across the UK.

Space’s full-scale takeovers breathe life into the bus shelters through unmistakable Hendrick’s Gin visuals, blending natural elements and a Victorian surrealism that connects a legacy brand feel with a post-modern edge. All the while, audiences are invited to delve deeper into the unique universe of Hendrick’s Gin that UK audiences look forward to immersing themselves into.

The Creative Detail

Each bus shelter features an upside-down ‘living roof’ made up of roses and cucumbers. To reach the commuters on a sensory level, a unique scent will be dispensed throughout each shelter to bring to life Hendrick’s Gin’s peculiar infusion of rose and cucumber. A doorbell aptly engraved with ‘Press for the Peculiar’ triggers old-fashioned music and a Victorian gentleman-style monologue. Intricate secret messages are hidden within the artwork, rewarding those curious enough to look more closely with informative descriptions surrounding the oddities of Hendrick’s Gin, told in the brand’s unmistakable tone of voice.

The most spectacular element of each takeover is a giant, upside-down 3D recreation of the Hendrick’s Gin bottle encased within a 6-sheet panel. The bottle continuously pours real liquid, without ever overflowing, into a glass of Hendrick’s Gin Cucumber Lemonade (the brand’s hero summer serve).

Floor vinyl’s adorned with clouds immerse consumers further into the world, offering an escape from the mundanity of waiting for a bus. Within the creative, both on the floor and back panels of the shelters, is a QR code, encouraging commuters to visit the brand’s Summer-themed landing page providing inspiration, tips, and recipes to make the perfect Hendrick’s Gin Cucumber Lemonade.

“Hendrick’s Gin injects the mundane with the peculiar through their unique approach to gin making. Through the lens of this unique and highly delectable gin, we’ve turned the daily commute upside-down by transforming bus shelters into portals to another world. It’s been a pleasure to continue our most curious journey with the Hendrick’s team."
Sean Kelly, Associate Director at Space
“The pandemic may have momentarily resigned us to smaller, more conventional lives. As we step out into this new world, we want to delight in new experiences and savour the unexpected. There is no better time for Hendrick’s to encourage and reward innate human curiosity. “This disruptive out of home activation marks a departure from the conventional. And Space has expertly brought our unique brand premise to life. We’re thrilled with the results and to see our brand’s peculiar narrative evolve.”
William Grant & Sons Spokesperson

The activations are running through the summer of 2021. Media was bought by Dentsu and production created in collaboration with Posterscope, Clear Channel and JCDecaux. Curious to step into the peculiar? Create your own delicious Hendrick’s Gin Cucumber Lemonade for yourself  HERE

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