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Hendrick's

Live Event  |  Digital Content  |  Social Content  |  Video Content

A Journey of Illumination

Rewarding curiosity with Hendrick’s Gin and Time Out

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The Challenge

As new summer drinks and indie distilleries flooded the market, gin’s popularity was slipping - and even Hendrick’s was losing share.
To reignite relevance, Hendrick’s wanted to connect with influential urban explorers - the curious first-movers who set the tone in their social circles. The goal: increase brand consideration by celebrating their sense of wonder and rewarding their curiosity.

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The Insight

In the modern day, people are turning away from mainstream experiences and embracing the weird, wonderful and niche - the subcultures that give cities their personality.
Nearly 60% of Time Out readers told us they wanted to see more unusual and unexpected things to do in their city. That passion for discovery perfectly aligned with Hendrick’s “Refreshing Encounters” ethos - making curiosity itself the creative opportunity.

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The Idea

We invited people to follow their curiosity through an integrated editorial and experiential campaign.
At its heart was a bespoke ‘Feeling Curious?’ content hub spanning London, Manchester, Leeds and Edinburgh - spotlighting offbeat events, secret gigs, and alternative communities. Hendrick’s was woven through digital, social, CRM and video, owning the role of curator of the curious.

Then came the main event: “A Journey of Illumination, presented by Time Out & Hendrick’s” - a mysterious, invite-only experience that embraced the unknown. Guests stepped into an immersive world of performances, cocktails, and intrigue - a truly refreshing encounter that rewarded their trust and curiosity with Time Out curated talent - Le Gateau Chocolat and Haus of Dons.​

My Role

  • Sparked the creative idea and pitched directly to the client and agency multiple times

  • Shaped the campaign from concept to full execution

  • Created mock ups to bring the concept to life for the client

  • Defined the event’s look and feel, helping to manage talent and source the perfect venue

  • Collaborated with third-party production partners to bring the experience to life

  • Oversaw event delivery from start to finish with writers and designers

  • Ensured all content upheld the creative idea and stayed true to Hendrick’s curious world​

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Results

  • 92% said they loved the event

  • 75% cited Hendrick’s cocktails as their highlight

  • 92% of attendees said their perception of Hendrick’s improved

  • 3-minute average dwell time across content (vs 1-minute benchmark)

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