A now-you-see-it, now-you-don't experience​

 

Beefeater Gin

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To help Pernod-Ricard launch the Beefeater brand's new top-shelf gin, Beefeater 24, we created The Red Gallery—a unique pop-up art show taking its name from the bright red Beefeater 24 bottle.

The exhibit made stops in NY, Chicago, and Miami (as part of the renowned Art Basel festival) and featured the work of 24 up-and-coming local artists from each city. 

With the help of red-lensed glasses, influencers, artists and other guests could view each piece in more than one way—challenging them to take more than a passing glance at all that surrounds us.

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Contributions included:

• Brand strategy

• Creative briefing

• Creative development consult

• Measurement plan

• Effectiveness reporting

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Agency: Young & Rubicam New York

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