After travelling had only been possible to a limited extent over a period of two years, Hendrick’s gin wanted to gift its guests a “holiday experience” in August 2021. On behalf of the creative agency Proof & Sons, the agency zwanzigzwanzig staged the “Hendrick’s Grand Hotel” – a five-day brand campaign in line with corona regulations.
For this, they transformed the fine dining restaurant “The Grand Berlin” into the Hendrick’s Grand Hotel – an immersive and highly curious brand experience. On the search for “their” room, the 37 small groups were accompanied by actors and actresses who slipped into the roles of hotel staff. For the decoration and setting the scene, 600 roses and 1125 cucumbers were used – both central components of Hendrick’s Gin.
The journey of the “travel groups” started at the reception: The British hotel personnel in the form of a bellboy, a caretaker, the hotel director, a cucumbologist and a cleansing master took the guests with them on a tour through the hotel, in which they were always part of the staging. During the tour, gin drinks and cucumber snacks were served, whilst the history of Hendrick’s Gin surrounding the Scottish master distiller Lesley Gracie was told playfully. The highlights of the tour included a tongue-in-cheek “cucumber cleansing ritual” at the beginning, in order to cast off the noise of the city and settle into the hotel. Among further highlights were a suitcase auction in the “Lost & Found Room”, a gin teatime with cucumber macarons and rose shortbread, as well as a spontaneous “CURIOSITY” quiz in the staff lift. On their tour, the guests collected goodies along the way for their Hendrick’s Gin toiletry bag.