Daniel Cookson, Creative Director, Interweave Group
Director Of Photography
David Ellis, Tooth & Claw
James Irvine, Creative Director of Gin Drinks
Lucy McGinley, Senior Designer
Matt Jones, Four Pillars Gin
Four Pillars Gin—Australia’s leading craft gin maker—set the challenge to create a seasonal campaign, positioning the iconic Four Pillars gin and tonic (featuring the distinctive Four Pillars orange garnish) as the seminal drink of the Summer.
The resulting campaign was a celebration of classic Australian Summers, modern Australian Gin and the humble orange. The poster series depicted surrealist modern collages featuring iconic Australian landmarks, comprised of vintage imagery and overlaid with a dynamically displaced typographic treatment—all working in perfect harmony, just like the ingredients in the drink of summer—a Four Pillars G&T.
The brand impact was startling. The campaign deeply connecting with the desired audiences, with the results showing significant lifts in all key metrics for Four Pillars Gin—including a 34% increase in Ad recall, a 33% increase in Brand awareness and a 17% lift in Brand preference.