With spring in full swing Diageo has launched a two-week domination campaign booked at Primesight’s Waterloo site.
Live in the run-up to the RHS Chelsea Flower Show, Diageo has paired up with MTKG and Posterscope to create a disruptive out-of-home campaign that places Ketel One Vodka’s botanicals in the heart of the bustling capital. The vision centres around a billboard-sized planter box with real living plants spilling over the sides. The concept emphasises the floral, natural and colourful flavours that Ketel One Vodka offers, and includes botanical bottles “growing” amongst the billboard’s plant design.
This installation in its busy urban setting aims to bring Londoners “one step closer to nature”, while aligning with the RHS Chelsea Flower Show and amplifying the natural elements in the product. The planter boxes will be watered daily to create further theatre as the billboards bring life and natural vibrancy to the area. Alongside this special build there will be a decorative vinyl wall-wrap design positioned around the nearby tunnelled walkway, located in between Primesight’s D48s and 48-sheets, to create added impact.
Primesight Business Director, Matt Baker says, “Working closely with MKTG and Posterscope to bring to life Diageo’s new Ketel One Vodka botanical range, the Waterloo Domination proved to be the perfect canvas to create a living ‘blooming’ billboard and bring consumers one step closer to nature. It’s a brilliant example of how a unique outdoor special build can create standout impact, talk-ability and social noise to further the reach of the out-of-home campaign”.
The campaign runs from Monday 20 May to Monday 3 June and was made possible through collaborations with Jane Mackie of Flowers by Jane Mackie (who selected the plants and made the design come to life), Neil Macgregor who project-managed the special build, and the team at Brunt Media for helping to deliver the project