Hendrick's Print The Unusual Way 2 by DraftFCB Madrid

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The Unusual Way 2

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Industry Gin
Media Print, Magazine & Newspaper
Market Spain
Agency DraftFCB Madrid
Creative Director Baldiri Ros
Released January 2013

Credits & Description

After wining a competitive pitch, Draftfcb in Madrid 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.
Category: Drinks, alcoholic
Client: Hendricks Gin
Agency: Draftfcb Madrid
Country: Spain
Agency: Draftfcb Madrid
Advertiser: Varma Group
Campaign: The Unusual Way
Client Contacts: Marisa Martínez, Jesús González, Olga Ortiz de Zugasti
Creative Director: Baldiri Ros
Copywriters: Claudia Vicente, Ãlvaro Navarro
Art Directors: Gabriel Izquierdo, Miguel Martínez Velacoracho
Group Account Director: Juan Ramón Ortega
Account Director: Mar Ortega
Account Executive: Eva Colmenero