MONKEY 47 //

OOH ACTIVATION / 2021 //

BRIEF //

Attract the attention of curious, sophisticated, local young gin fans to view Monkey 47 as the buzziest craft gin launching an experiential OOH based stunt which demonstrates Monkey 47’s ‘wunderbar’ approach to curiosity. Combine two creative concepts: mural & QR code, to create 2 x Monkey 47 artwork murals, designed in an identifiable grid form, to include a call to action message and QR code that consumers will scan to access a competition.

SOLUTION //

MURAL:
Monkey 47 has a very rich, theatrical and irreverent back story to their craft gin, though their brand world is actually surprisingly small, so with just a few limited assets we had to create a visually rich mural that would draw the attention of passers by. We added a ‘curtain opening’ element to the mural as a reveal mechanic as well as littering the image with subtle clues that formed the 2nd competition aspect of the campaign. Monty is the brand’s mascot so his participation had to big, whilst interacting with all the subtle nuances of the brand’s ingredients and heritage.

We then commissioned local artists in London and Manchester to replicate the intricate designs.

WEBSITE:
It was this second part of the campaign that needed more creative input, as once we had intrigued passers by enough to get their phones out and scan the QR, we had to keep them engaged upon entering the website and offer enough incentive to participate.

There was also the added aspect of Monkey 47 not being overly familiar in the target London and Manchester markets so the website had to provide sufficient brand info – such as its history and unique processes – and the opportunity for them to try Monkey 47 locally or or to buy right there and then. We therefore created a very simple website within the current website frame work that introduced the completion – the grand prize being a trip for two to the distillery deep in the German Black Forest – and then introduced further information on the brand and the above trial opportunities.

ROLE //

Design Concepts
Creative Direction
Copywriting