The result was a 100% social responsibility campaign via outdoor media that delivered the target while providing iconic visuals of the brand. In a vibrant translation of the medium, we wrapped Boston’s “Green Line” trains to resemble Tanqueray bottles, then monopolised bus shelters, bus sides, train stations, and London-style taxi cabs with variations of a visually festive but socially responsible holiday message from the good folks at Tanqueray: ”Your designated driver awaits you.”

The holiday Tanqueray campaign resulted in a 55% achieved discount and 255 bonus locations, all of which drove increased market presence, brand awareness, and sales, not to mention social responsibility. A true win/win.