Hendrick’s Gin Palace is real. It’s the brand’s distillery, a Victorian-style distillery in a small Scottish seaside village called Girvan, complete with a cabinet of curiosities, a walled garden, and a resident tortoise named Pepino (Italian for cucumber). It’s not open to the public but creative studio, Ace of Hearts, and AI artist, David Szauder, have given fans an experience of the whimsical spirit of Hendrick’s Gin Palace with a campaign called Anotherland. It features a series of surreal, botanical-themed short films and live, theatrical pop-up events.
The campaign promotes the first addition to Hendrick’s range in nearly 10 years, Another Hendrick’s, that is based on the original recipe, with added botanicals of cacao and orange blossom.
The dreamlike campaign includes six short films featuring two creatures with giant eyeballs for heads in Anotherland’s botanical world. The digital, animated environments, created by Charlotte Faurisson and David Szauder – with AI – are based on the Hendrick’s Gin Palace.
The campaign extends to activations, developed by Sleep No More creator, Dr Ilana Gilovich, and produced by Gradient Experience, that take participants through “odd rooms” and “mischievous performances,” such as The Parlour of Sensory Delights and The Greenhouse of Runaway Dreams in a “theatrical scavenger hunt” that includes cocktails and sensory experiences, such as being serenaded while on a “bed of foliage”. They began in NYC, followed by Los Angeles, Chicago, and Miami in May, and will also move to Berlin, Milan, and London.
Credits
Client: Hendrick’s
Global Brand Managing Director: Nora Torpey
Global Head Of Communications: Miranda Osborne
Agency: Ace Of Hearts
Co-Founder & CEO: Polly Mcmorrow
Co-Founder & CCO: Rick Brim
Co-Founder & CSO: Martin Beverley
Executive Creative Director: Rasmus Smith-Bech
Creative Director: Charlotte Faurisson
Production Lead & Producer:Shananne Lane
Business Leads: Rico Oyejobi & Prachi Virani
Creative Visualisation & Production: David Szauder Studio
Creative Director And Creator: David Szauder
Creative Producer And Studio Manager: Anna Réka Baktay
Post-Production: Electric Theatre Collective
Creative Director: Geoff Parsons
Designers: Uti David, Sophie Joint, Abi Fairhurst, Emily Shilling CG Generalist: Baptiste Gueusqin
2D Lead: Taran Spear
Executive Producer: Sam Katz
Producer: Mike Facey
Offline Editor: Iulian Chiperi
Music Composition & Audio Post-Production: Soundtree
Music Title: PIPE DREAMS
Composer: Ben Castle
Music Produced By Ben Castle, Luke Fabia
Sound Design & Final Mix: Henning Knoepfel
Executive Producer: Neil Athale
Managing Director & Creative Partner: Jay James
