Hoegaarden: The Floating Gaardens Agency: Momentum Role: Senior Creative + Design Director
The brief Create an experience that would make adventurous urban drinkers reappraise Hoegaarden in a market increasingly crowded by craft beers.
The response The Floating Gaardens, a garden barge that brought the brand's story of discovery to east London's canals through unique sound installations and food pairings.
My Role Developing The Floating Gaardens as a creative platform. Concepting the executional idea. Art direction of the space to bring the brand to life. Creation of The Floating Gaardens logo, identity and look and feel. Oversight of all all campaign elements – working with the PR agency, production agencies, boat builder and artworkers to ensure integrity.
Results - People who experienced sailings: 708 (vs. target of 576: +23%) - Visitors to moored barge: over 100 per night – 800+ overall - OTS (opportunity to see) of 66,000 (vs. target of 55,000: +20%) - 1,416 beers served - 41 editorial pieces in 30 titles, from Time Out London to Tatler.co.uk - Total social reach: 943,574
Awards - Winner, Event of the Year, Eventex Awards - Bronze, Age-specific Event, REGGIE Awards