HENDRICK'S GIN
THE CURIOUS KIOSK
Experiential Activation, Sydney & Melbourne
White label agency collaboration.
A Victorian-inspired street activation where cucumbers became currency, transforming Hendrick’s signature serve into a city-wide experiential campaign.
My Role: Creative Director,
Creative ideation focused on the cucumber currency mechanic and consumer footfall activation.
THE BRIEF
To celebrate Hendrick’s distinctly unusual brand personality during the rise of the craft gin movement, while driving consumer trial, trade engagement and social conversation across Sydney and Melbourne.
THE CONCEPT
A theatrical Victorian-style newsstand designed to interrupt the everyday and invite curiosity. Consumers collected cucumbers and copies of The Unusual Times, then followed a trail of participating venues where the cucumber could be exchanged for a complimentary Hendrick’s and Tonic.
THE OUTCOME
The campaign generated strong earned media, organic social sharing and high consumer participation across both cities, turning Hendrick’s signature cucumber garnish into a playful and memorable brand ritual.