Interweave Group 6 Four Pillars: Summer Campaign
Creative DirectorDaniel Cookson
Design DirectorDarren Song
Team MembersMeghan Atkins, Georgia McNeil
ClientFour Pillars Gin
Every year, the Four Pillars summer campaign aims to make Australia thirsty by capturing something that feels new, distinctive and—ultimately—delicious. The 2020/21 campaign needed to build on this momentum by enticing and engaging existing Four Pillars fans and premium-gin enthusiasts alike. The campaign also needed to remain faithful to—and recognisable as—the well-known Four Pillars master brand, while simultaneously celebrating the unique personalities of each of the core range of gins.
The driving creative force behind the 2020/21 Four Pillars summer campaign was to capture the endless, languid, effortless magic of an Australian Summer—and position Four Pillars at the centre of it all. Summer is abundant. Summer is sultry. Summer is Four Pillars.
The campaign creative reflects this seemingly endless feeling of an Australian Summer through a series of rhythmic, repetitive vignettes: each representing a core product and placed in a thematically crafted world of their own. Featuring iconic Aussie summer artefacts and moments—from beach towels, to ice-cream, to umbrellas, to sunglasses, to sensational gin cocktails—these worlds come to life in quick succession and perfectly encapsulate the essence of summer… beautifully, joyously and artistically.
In response to the pandemic, this campaign was tailor made for digital consumption, with each film maintaining consistency through the use of a strong product-centric palette and typographic style that visually aligned them across every touchpoint.
The result was heady, kinetic, and—importantly—felt like no other gin brand.