Posterscope enchants Sydneysiders with Midsummer Solstice OOH campaign to launch limited-edition Hendrick’s Gin

Hendrick’s Gin has partnered with Posterscope to celebrate the launch of its new limited-edition Hendrick’s Midsummer Solstice gin – the first innovation in Australia since launching its flagship gin over 20 years ago. 

Evoking Hendrick’s British heritage and association with the unusual, Posterscope has devised a unique out-of-home (OOH) campaign to bring to life the delicate floral notes of the range for curious Sydneysiders to see, touch, and experience as Australia prepares for the warmer months. 

Jay Patel, Business Director, Posterscope said, “Hendrick’s is known for being ‘delightfully peculiar’ so we had a lot of fun leveraging the power of OOH to drive curiosity, awareness and engagement amongst Sydneysiders with the ultimate Hendricks Midsummer Solstice experience.” 

Until 22nd October, Sydneysiders can hail one of Hendrick’s unusual, floral wrapped London-style cabs and penny farthings at iconic locations and take a delightfully curious journey from the bar to the beach. Street furniture is also enjoying a Midsummer Solstice makeover with special builds depicting beautiful floral displays echoing the limited-edition Hendricks bottle. 

While, enhancing a floral takeover of Sydney’s iconic pub, the Paddo Inn, into the Paddo (G)inn, Posterscope produced a digital animated building projection of co-collaborator, flower artist Dr. Lisa Cooper’s, artwork throughout the venue for all to see. 

Lucy Russel, Senior Brand Manager, Hendricks, said, “Our ambition was to take over the city with blossoming florals to drive curiosity, awareness and engagement. Working in collaboration with Posterscope and Dr. Lisa Cooper, we brought to life the essence of the Midsummer Solstice in iconic destinations and delivered an explosion of summer blooms to the streets of Sydney, with a classic Hendrick’s twist’.” 

- ENDS – 

Credits 

• Client: Hendricks 
• Media Agency: Vizeum 
• Activation Agency: Yakusan 
• Content: The StoryLab 
• OOH: Posterscope 
• Digital Amplification: L&A 
• PR: Red Havas 
• Cabs Adflow 
• Digital Projections: habitat 
• Special builds: JCDecaux 

For further information contact: 

Hannah Cheale 

Strategic Communications Lead 

Dentsu Aegis Network ANZ 

T: +61 488 422 868 

E: hannah.cheale@dentsuaegis.com 

About Dentsu Aegis Network 

As part of Dentsu Inc., Dentsu Aegis Network is the first truly global communications network for the digital age. Dentsu Aegis Network aims to be the global network of choice for clients seeking best-in-class expertise and capabilities in brand, media and digital communications services. Offering a distinctive and innovative range of products and services, Dentsu Aegis Network ANZ is headquartered in Melbourne with offices in Sydney, Brisbane, Canberra, Perth and Auckland. Globally, Dentsu Aegis Network operates in 145 countries worldwide with over 47,000 dedicated specialists. www.dentsuaegisnetwork.com.au / www.dentsuaegisnetwork.co.nz 

About Posterscope 

Posterscope is the world's largest, and Australia's first, Out-of-Home specialist & locations agency. We aim to continually build understanding of the role of Out-of-Home in the communication mix - right now and into the future - making Out-of-Home campaigns easier to execute and more accountable for our customers. Our point of difference is that we better understand emerging technology and consumer behaviour when Out-of-Home and how these two things combine to create new opportunities for advertisers. www.posterscope.com.au 

About Hendrick’s Gin 

Hendrick’s is a delicious super premium gin, made with a number of unusual twists to deliver a most curious arrangement. Unlike ordinary gins, Hendrick’s is distilled in Scotland and made with infusions of Cucumber and Rose petals, producing a wonderfully refreshing gin with a delightfully floral aroma. www.hendricksgin.com 

Hendrick’s is made by William Grant & Sons - an award-winning, independent, family-owned distiller founded by William Grant in 1886 and still controlled by the fifth generation of his family. The Company distils some of the world’s leading brands of Scotch whisky, including the world’s favourite single malt Glenfiddich, the handcrafted range of ‘The Balvenie single malts’ and the world’s third largest blended Scotch Grant’s, as well as selected other spirits, including Tullamore Dew and ‘Sailor Jerry’. www.williamgrant.com