Embracing the surrealism of daytime drinking.(Read more)
White Pike, Mother’s home grown, unaged white whiskey, had become a hero of the nightlife. Distilled as the perfect sip or shot drink, the brand wanted to embrace the daytime drinking space by pushing its versatility and mixability among a range of classic cocktails.
To appeal to this aspiration, we’d need to take the brand beyond its black-and-white visual heritage and into the light. The resulting campaign, Mix Up Your Day, sought to tell the unusual stories about what happens when you navigate the new during the day. Inspired by a modern sense of surrealism, the campaign expanded on the brand’s existing language, introducing colour for the first time while also integrating hand-collaged ingredients, shadow gestures and photography as core design elements to the world.