Hendrick's immersive bus shelters smell of roses and cucumber

The gin brand targets U.K. commuters as country gets back to using public transport

Published On
Jul 27, 2021

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Since the pandemic began, we haven't seen much innovative transport-related outdoor in the U.K. as lockdowns and social distancing kept people away from public transport. But a new campaign from Hendrick's Gin is taking advantage of people's return to traveling around cities now that most Covid restrictions have been lifted. 

The William Grant & Sons brand is known for its quirky, Victorian-themed marketing approach and experiential stunts as the Hendrick's High Wheel, an old-fashioned exercise bike, but had to take a step back from experiential during the pandemic. However, now creative agency Space has designed experiential bus shelters launching across London, Manchester, Brighton, Cardiff and Liverpool, delivering the Hendrick's trademark scent of roses and cucumbers to travelers as they wait for the bus. 

Each bus shelter features a ‘"living roof" made of artificial but life-like roses and cucumbers, with accompanying scents dispensed throughout the shelter to bring the infusion to life. A doorbell engraved with ‘Press for the Peculiar’ triggers old-fashioned music and a Victorian gentleman-style monologue. The design also features "secret messages" hidden within the artwork, describing the oddities of Hendrick’s Gin in the brand’s tone of voice, while a giant, upside-down 3D recreation of the Hendrick’s Gin bottle encased within a six-sheet panel continuously pours real liquid into a glass of Hendrick's Gin Cucumber Lemonade. Within the creative, both on the floor and back panels of the shelters, a QR code encourages commuters to visit the brand’s summer-themed landing page for inspiration, tips, and recipes to make the perfect Hendrick’s Gin Cucumber Lemonade.

The bus shelters are running through summer until September 5; media was bought by Dentsu and production created in collaboration with Posterscope, Clear Channel and JCDecaux. 

"The pandemic may have momentarily resigned us to smaller, more conventional lives," said James Keen, senior brand manager at William Grant & Sons, in a statement.  "As we step out into this new world, we want to delight in new experiences and savor the unexpected. There is no better time for Hendrick’s to encourage and reward innate human curiosity."