Four Pillars Gin has this week launched its summer campaign, Summer is Four Pillars, releasing a series of content that celebrates the simplicity of summer drinking and classic gin drinks.
Made up of five creatives, the content heroes Four Pillars’ core range of gins: Rare Dry Gin, Bloody Shiraz Gin, Spiced Negroni Gin, Navy Strength Gin and the newly-released Olive Leaf Gin.
Each of the creatives visually reflect one of the five gins, utilising their signature colour. Together, they look and sound like summer.
“It’s been a big year of highs and lows and this campaign is all about keeping it simple, kicking back and enjoying a G&T in the sun. Summer, much like drinking gin, should be pretty uncomplicated,” Four Pillars head of marketing, events and activations Jemma Blanch said in a statement.
“We wanted the campaign to capture the heat of an Australian summer; the kind of heat that calls for a generous gin and tonic with lots of ice and a slice of orange.”
Created in partnership with long-term agency partner Interweave Group, the series consists of 30 second and six second videos and static images that will run across Facebook, Instagram and YouTube until the end of January.
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Street posters will also form part of the campaign and run in Melbourne and Sydney CBDs.
The summer campaign will extend into Four Pillars’ homes in Healesville and Surry Hills with tastings, masterclasses and food trucks running summer-long at the Distillery in Healesville and masterclasses and cocktail events running at the Laboratory in Sydney.
Summer tote bags will be gifted with every purchase at the Distillery, Laboratory and online through the Four Pillars website.
Beyond its homes, Four Pillars has a number of activations running across the summer months with venue partners including QT hotels nationwide and The Arbory Afloat in Melbourne, as well as at events across the country including Sydney Festival, St Ali Festival and Bondi’s Flickrfest.
The summer campaign caps off a memorable year for Four Pillars which opened its Sydney home, the Four Pillars Laboratory, mid-COVID in June, and which, for the second consecutive year, was awarded International Gin Producer of the Year at the International Wine & Spirits Competition in November.
Credits for the campaign are as follows:
Client – Four Pillars Gin
Creative direction – Interweave Group
Art direction – Interweave Group
Video production – Tooth and Claw
Photography – Tomas Frimil
Stylist – Marsha Golemac
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