Steely Fox and W were briefed to enhance Hendrick’s’ superpremium positioning and reinforce its distinctiveness. The team took the brave decision to eschew traditional above-the-line marketing and set out to create a unique platform for the gin. The result was Hendrick’s Carnival of Knowledge: 80 separate events, staged in a Hendrick’s-themed immersive world.The events premiered at the Brighton Fringe in May, before transferring to Edinburgh Fringe in August and rounding off at London Cocktail Week in October, each time with fresh content. They helped deliver a 26% year-on-year growth in volume sales. The campaign also drove trial of the gin with almost 4,000 people and delivered 213 items of published/ broadcast media.