Challenge

Organising a large-scale outdoor event like this is not without its unique challenges: The wind, sand, and sea air demanded durable, weather-resistant branding that retained a premium feel. With only 75 minutes before the movie begins, we needed to create high impact, efficient activations capable of quickly engaging attendees and leave an impression. It was also important to enhance the cinematic atmosphere, not overshadow it; we needed to consider a balance between captivating branding and its integration with the ambience and overall experience.

Solution

We focused on total brand immersion, from start to finish. For the short 75-minute window, we designed engagements that could instantly hit all senses and get people talking, and build in brand moments that lasted, making sure Hendrick's subtle presence in all parts of the whole event. Our approach was to ensure Hendrick's Gin wasn't just seen, but felt and remembered.

Execution

Guests were drawn into the whimsical world of Hendrick’s with a rose-covered tunnel, theatrical bar service, and eye-catching giant bottle displays. Other hook factors include a hot air balloon DJ booth, photo zones, and interactive games that were social-media friendly. The bar was a sight to behold with its botanical oddities, with drinks served in custom glassware. Branded seating, screen perimeters, and a custom animated intro made sure Hendrick’s stayed in the picture even as the lights dimmed. The experience also didn’t end when the credits rolled as guests took home Hendrick’s goodies. Builts and installations were made to handle beach weather, ensuring Hendrick’s uninterrupted presence throughout the entirety of the event.