This project involved dollar bills, jam jars of illicit drinks and a secretive brand platform. We created Speakeasy to introduce Four Roses Bourbon to a new, stylish and creative audience.
Working in partnership with Clash Magazine, we selected people to curate a series of events across London. Our goal was to encourage others to try the product and educate influencers about the brand.
We chose intimate venues across East London and working with curators Trojan Soundsystem, Johnno Burgess and Bill Brewster filled them with headline talent including Erol Alkan, Justin Robertson, Jerry Dammers and Mock ‘n’ Toof. Branded dollar-bills allowed guests to enjoy the perfect serve of Four Roses and ginger and lime. Serving the drinks in a jam jar added to the illicit feel of the nights.
An amplification campaign supported the events, with curators using their social networks to drive awareness and the Clash media partnership providing editorial presence online. As a result, the estimated reach for the campaign was over 700k.