A Curious Journey to Joy Beyond Reason; Hendrick’s Launches Refreshing Encounters campaign

  • Hendrick’s Summer TVC campaign is directed by Spike Jonze protégés, the critically acclaimed, conceptually driven absurdist duo The Perlorian Brothers
  • For the first time ever, Hendrick’s brings together live action and animation into one mesmerising Victorian wonderland of beautiful absurd surrealism
  • The omni-channel Refreshing Encounters campaign is based on unexpected moments which prompt curiosity to break free from convention

Hendrick’s reveals to the world its landmark thirst-quenching global summer campaign, Refreshing Encounters, with TVC directed by the critically acclaimed Spike Jonze protégés and conceptually driven absurdist duo, The Perlorian Brothers. The skilled visual storytellers bring a refreshingly peculiar perspective to Hendrick’s wonderland of Victorian surrealism, infusing the magic of the Hendrick’s world with a spark of nuanced human complexity for the first time ever in the brand’s history. The synergies between the world’s most avantgarde Gin brand and the award-winning duo make the partnership a union made in gin heaven.

For the first time in Hendrick’s history, the world’s most unusual gin casts real actors to appear in the campaign, creating an intriguing mix of humanity and mysticism. The inspiration to combine animation and real-life came from Karel Zeman, a 1950’s Czech filmmaker who pioneered the implementation of living actors featuring in illustrated movies. The theme of animation aligns with the brand’s surrealist ethos as, with ‘the great magical power of animation, anything is possible.’

“For the first time in Hendrick’s history, we’ve punctuated our brand world with real life people! The effect brings an exciting new dimension to our vision and, we hope, conveys a message that, for everyone, curiosity can be rewarded in the most wondrous ways. Working with The Perlorian Brothers was the perfect partnership, they share our alternative way of looking at the world and brought the idea of Refreshing Encounters to life in a way that makes you want todive into the screen and party with flamingos.” Muiris Ó Riada, Global Brand Director at Hendrick’s Gin

Created in partnership with creative agency Quaker City Mercantile, the omni-channel campaign begins in a mundane, lackluster underworld with our live actors trapped in mechanical bubbles with no space for imagination, all until our lead protagonist catches a glimpse of a mesmerising and absurd curiosity. Born to notice the unusual and investigate it for no better reason than to see ‘what if’, our hero breaks free from the rational convention of his solitary mechanical bubble to follow his curiosity. Making the bold move from the familiar to the unexpected, our lead character discovers a vibrant new world adorned with an abundance of cucumber, rose, cascading waterfalls, curious creatures, and human characters. A truly Refreshing Encounter infused with pleasure beyond belief filling our lead character with a sense of inexplicable joy beyond reason.

“Hendrick’s is absolutely unique as a brand. Their playfulness and absurdity perfectly aligned with our creative outlook. We’re curious by nature, so bringing the Hendrick’s world to life was one of the most exciting creative adventures we’ve been on.” The Perlorian Brothers

The omni-channel global Refreshing Encounters campaign launches with assets across multiple touchpoints, including TVC, Advocacy, Social, OOH, and Shopper. The Hendrick’s Refreshing Encounters TVC is released [globally] on the 25th April 2022.

TVC STORYLINE

In the depths of the ocean, adopting the style of a Victorian adventure tale, the campaign opens with human characters contained in tiny mechanical bubbles. Monochrome tones flood the screen while the actors look passively out of their windows, wishing to be far away. Almost instantly our lead protagonist’s longing is acknowledged, as a colourful sea creature appears and calls him to follow on a journey of magical adventure. 

Juxtaposing the dull, monotony of his underwater world, our hero arrives at a vibrant, luscious landscape full of cucumbers and roses. He sees an abundance of magnificent, animated creatures and human characters, joining them to frolic in a refreshing new landscape. As the camera pulls back, it becomes clear this resplendent new world all takes place inside of a Hendrick’s bottle. Our narrator concludes: “Refreshingly Curious, Hendricks Gin.”

ABOUT THE PERLORIAN BROTHERS

The conceptually driven absurdist duo The Perlorian Brothers arrived fully formed and on the scene in the winter of 2004. Within months they were the toast of Cannes and over the next decade they created and recreated and recreated again their own brand of comedy storytelling. In 2006, Ellen DeGeneres played her six favourite commercials on the Ellen Show. Two of them were directed by The Perlorian Brothers. Their commercial for Emerald Nuts starring Robert Goulet was named one of the best Super Bowl spots of all time by Time Magazine. And last year CNN hailed their Social Farter ad for Ontario’s Ministry of Health as perhaps “the best public service announcement ever.” Google around and you’ll see The Perlorian Brothers described as “legendary”, “dynamic”, “articulate”, and “film directors”. All of these descriptors are true. What’s also true is that The Perlorian Brothers believe there’s no reason the human condition can’t be examined in a filmed advertisement. Collaborating with agencies like Wieden & Kennedy, BBDO, Mother, and Goodby, Silverstein & Partners has filled The Perlorian Brothers’ hearts with good juice and The Perlorian Brothers’ library with precious trophies. “If you want to catch the big fish you gotta go deep,” says David Lynch. And The Perlorian Brothers aren’t afraid of big fish or deep waters. Sons of the Canadian Prairies, The Perlorian Brothers are known around the world for their rigorous casting sessions, lively sets, and good manners.

ABOUT HENDRICK’S GIN 
Hendrick’s is a deliciously super premium gin, made with a number of unusual twists. To deliver a most curious and delightfully unique flavour, Hendrick’s combines a distinct blend of eleven botanicals, as well as the signature infusions of cucumber and rose petals, producing a wonderfully refreshing gin with a delightfully unique aroma.  Hand crafted in Scotland in miniscule batches by William Grant & Sons, Hendrick’s is the only gin that uses a marriage of spirits from both Carterhead and Bennett Copper Pot Still, a combination that produces a divinely smooth gin that has both the required character and balance of subtle flavours. In 2018, the Hendrick’s Master Distiller, Lesley Gracie, was awarded ‘Gin Distiller of the Year’ by the World Gin Awards in recognition of her ground-breaking work. For further information, visit www.hendricksgin.com.

ABOUT WILLIAM GRANT & SONS

William Grant & Sons Holdings Ltd. is an independent, family-owned distiller headquartered in the United Kingdom and founded by William Grant in 1887. Today, the global premium spirits company is owned by the sixth generation of his family and distils some of the world’s leading brands of Scotch whisky, including the world’s most awarded single malt, Glenfiddich®, The Balvenie® , a range of handcrafted single malts, and the world’s third largest blended Scotch, Grant’s®, as well as other iconic spirits brands such as Hendrick’s® Gin, Sailor Jerry®, Tullamore D.E.W.® Irish Whiskey, Monkey Shoulder® and Drambuie®   

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