Draftfcb in Madrid developed a new and "unusual" campaign for Hendrick’s Gin, though the execution is very familiar. Yes, it's based on the MAD Magazine fold-in format popularised by legendary cartoonist Al Jaffee. The Mad magazine execution style was used by Miller in 2003 to show in the fold how beer added to anywhere became an instant party, while Hendrick’s is using it to show its dominant flavour profile: the infusion duo of rose petal and cucumber. With a victorian touch to the illustrations it feels like Jules Verne himself might have sipped it while writing some of his more elaborate works.

Creative Credits Agency: Draftfcb Madrid Advertiser: Varma Group Brand: Hendrick’s Gin Campaign: The Unusual Way Client Contacts: Marisa Martínez, Jesús González, Olga Ortiz de Zugasti Creative Director: Baldiri Ros Copywriters: Claudia Vicente, Álvaro Navarro Art Directors: Gabriel Izquierdo, Miguel Martínez Velacoracho Group Account Director: Juan Ramón Ortega Account Director: Mar Ortega Account Executive: Eva Colmenero

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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