After winning a competitive pitch, Draftfcb in Madrid have developed a new and "unusual" ATL campaign for Hendrick’s Gin. The whimsical print ad, “The Unusual Way”, reflects the curious character of a gin that boasts a peculiar botanical blend of flowers, roots, fruits and seeds from around the world.
The concept uses the infamous MAD Magazine fold-in format popularised by legendary cartoonist Al Jaffee to create a game which illustrates Hendricks’ dominant flavour profile: the infusion duo of rose petal and cucumber. The jovial drawings of dancing couples, top hat-toting bartenders, juniper hot air balloons and cucumber blimps evoke the quirky, experimental and adventurous character of the Victorian age, when gin first came into fashion.
The campaign was launched in premium magazines like Vanity Fair, Esquire, National Geographic, Vogue, etc and also includes classified ads in national newspapers with unusual tips for life.
Agency: Draftfcb Madrid
Advertiser: Varma Group
Brand: Hendrick’s Gin
Campaign: The Unusual Way
Client Contacts: Marisa Martínez, Jesús González, Olga Ortiz de Zugasti
Creative Director: Baldiri Ros
Copywriters: Claudia Vicente, Álvaro Navarro
Art Directors: Gabriel Izquierdo, Miguel Martínez Velacoracho
Group Account Director: Juan Ramón Ortega
Account Director: Mar Ortega
Account Executive: Eva Colmenero