Hendrick's Horseless Carriage - product sampling

Presenting the Hendrick's horseless carriage of curiosities,
A 120 year-long experiment in oddness...

Hendrick’s asked MLB to create a sampling campaign, working with LDRPR. The story ‘we told’... A little while ago, a little boy discovered in the Ayrshire woods, a long-forgotten railway carriage, the remains of one of the more bizarre experiments ever conducted into human nature...
It was revealed as the unfinished work of William Silias Pertlapp, eccentric adventurer and early anthropologist. Although little survived of his work enough was left of the experiment and his notes to piece together the basic thoughts behind the Theory of Random.

After a painstaking reconstruction, his mobile laboratory for oddness was ready to experiment once more! The public were invited, moreover, to contribute the oddest thing they had to hand to complete the collection.

The railway carriage toured the country. Collecting from the public a huge
collection of random objects (each one scientifically logged) in return for a
Hendricks and Tonic onboard the carriage.

Over 20,000 G&T’s were sampled.
It attracted 70 pieces of media coverage.
Voted 2nd in The Drinks business magazine’s 2010
Best consumer campaign.
And was voted best pop up bar by GQ magazine.
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