Hendrick's launches 'Refreshing Encounters' summer campaign

Hendrick's Gin has luanched its global summer marketing campaign, titled 'Refreshing Encounters'.

At the heart of the campaign is a TVC directed by critically acclaimed absurdtist duo the Perlorian Brothers who bring a fresh angle to the Hendrick's Victorian surrealist wonderland.

It is the brand's first campaign to feature real actors. The TVC's combination of animation and live action was inspired by mid-20th-century Czech filmmaker Karel Zeman, who pioneered featuring live actors in illustrated films.

Muiris Ó Riada, Hendrick's global brand director, said: "For the first time in Hendrick's history, we've punctuated our brand world with real life people. The effect brings an exciting new dimension to our vision and, we hope, conveys a message that, for everyone, curiosity can be rewarded in the most wondrous ways.

"Working with the Perlorian Brothers was the perfect partnership. They share our alternative way of looking at the world, and brought the idea of Refreshing Encounters to life in a way that makes you want to dive into the screen and party with flamingos."

The Perlorian Brothers added: "Hendrick's is absolutely unique as a brand. Its playfulness and absurdity aligned with our creative outlook. We're curious by nature, so bringing the Hendrick's world to life was one of the most exciting creative adventures we've been on."

Created in partnership with creative agency Quaker City Mercantile, the omni-channel campaign, launched this week, includes social, out-of-home, shopper and advocacy touchpoints alongside the TVC.

5 May 2022 - Bethany Whymark