How do you attract an elusive and glamorous audience to a niche brand—a French liqueur made from thousands of delicate white elderflower blossoms hand-picked at the height of their beauty?

St-Germain Elderflower Liqueur had a captivating story to tell and the Bacardi brand was ready for its day in the sun.

The solution was an experience that paired an irresistible location with an irresistible story. Top influencers in Manhattan and Los Angeles were invited to a botanical fantasy world called Maison St-Germain, an experience designed to appeal to the “Bon Vivant” or “One Who Lives Well.” The provocative garden of delights was inspired by the thousands of flowers that it takes to make St-Germain.

In New York, the brand turned two city blocks of The High Line in Manhattan into a romantic-yet-whimsical journey featuring a 16th-century-style French maze furnished from live hedges and a trail of thousands of flowers, with modern dance performances directed by Mafalda Millies. Overhead, the Chelsea Passage was transformed with a stunning installation of fresh blossoms.

To ensure that the star of the show, the St-Germain Spritz, was cemented in each attendee’s memory and their social feeds, a “welcome cocktail” moment surprised people in both New York and L.A. as they strolled through a maze constructed of live hedges. Bartenders batched cocktails in gold-rimmed custom glassware.

Reappearing in August at the Houdini Estate in Los Angeles, Maison St-Germain incorporated elements of magical realism and mystique throughout the five-acre estate to honor Harry Houdini’s legacy.

The events made an impact: Results from New York and Los Angeles generated 800 million impressions, a 20-million influencer reach, 115 million total social impressions, two million total engagements on user posts and 74 high-impact press hits, including Vogue, InStyle, Harper’s Bazaar, The New York Times, Elle, Women’s Wear Daily, Architectural Digest, The Hollywood Reporter, Huffington Post, Observer and People Magazine.

Campaign Video

“Le Voyage Extraordinaire”

The iconic cabana of the French Riviera served as a portal to the extraordinary, all summer long. Beyond the unassuming canvas walls unfolded sensorial adventures filled with rich, immersive brand experiences that defied expectations.

Celebrity Spokesperson Lea Michele – star of the hit primetime show Glee – delivered Dove's hair repair message in a unique and compelling way, inspiring millions of women to keep doing their favorite things.

Exclusive video content featured Dove Spokesperson Lea Michele expressing her daily struggle with hair damage and demonstrating how using Dove helps her keep doing her favorite things.

Dove's site was totally reinvented, too. Visitors could find everything they need to keep doing their favorite things – inspiring content from Lea Michele, styling tips and tricks, savings, free product and more.

National sweepstakes and instant win game allowed women to play every day for a chance to win one of thousands of Glee prizes, including a VIP experience on the show's set.

A series of Glee-themed emails from Dove reached women with the message to get hair that makes them want to sing with special offers from the brand.

Dove joined the cast of Glee on a special Glee-themed episode of Oprah to award a talented show choir from Burbank, California, with funding so they can keep on doing their favorite thing – singing!

As the Official Hair Care Sponsor of the Glee Live! Tour, Dove hit the road with the show cast for a major market tour that inspired women everywhere to get hair worth singing about.

Glee fans could experience one of their favorite things – the chance to snap a pic with Dove Star Lea Michele – by posing in front of a green screen in the branded event space. Fans received a branded print of their image, along with Dove samples and coupons.

More than 80% of women say they're unaware they might have hair damage. Trained ambassadors delivered in-aisle hair consults that helped shoppers identify issues and find the right expert care solutions.

Premium kits turned brand loyals into Dove Hair Care Ambassadors. The direct mail boxes included a free full-sized sample of new Dove and invitations with trial-driving coupons to distribute to friends. 

Women across the country spread the word about new reinvented Dove Hair Care through a strategic partnership with BzzAgent.

Viewers could engage with the brand while they watched their favorite shows through a branded iTV destination. Once inside, viewers could check out the exclusive Lea Michele video content, order samples, enter the promotion, even play karaoke and word/picture games!

Premium sampling experience cloaked in mystery helped build hype for New 5 React Gum and reveal the brand's Coachella sponsorship. The first 100,000 fans to engage with 5 Gum on Facebook received this black box mailer, which included the first full-size packs of New React Gum, along with collateral driving fans to a "stimulating" virtual experience that payed off the music program.

Leveraged the world-renowned music festival to launch Wrigley's latest gum brand to a highly-influencial target audience.

For the first time, 5 Gum helped a major festival bring the on-site experience to life for millions watching from home. A unique multi-feed webcast allowed viewers to toggle between simultaneous live streams of various festival locations and exclusive behind-the-scenes content, creating a viewing experience that everyone experienced differently.

The 5 Gum Sensory Terminal was the perfect place for Coachella attendees to experience the brand for the first time. Inspired by the mysterious world established in 5 Gum's advertising, concert-goers stepped inside the sleek space to sample New React from the aluminum Gum Bar, watch live feeds from the festival on the LED walls, or visit tech-infused stations for deeper engagements.

This interactive, confessional-style video booth was an instant hit for Coachella attendees to share how they were experiencing the festival. The :30 videos, created through a touchscreen interface inside the booth, featured customizable backgrounds for users to personalize and share to their social networks.

Everyone who visited the 5 Gum Sensory Terminal could take and share a keepsake picture from Coachella. Pictures were aggregated into a collective visual experience that lived on long after the festival was over.

Walmart shoppers were incented to try New React with a free music download from a Coachella artist. Downloads were redeemed through a brand engagement page on Walmart.com that allowed shoppers to choose their free song based on their sensory profile. Lenticular PDQ trays in-store caught shoppers' attention and delivered the offer.

Delivered a rockin' way for the target audience to sample the flavor of New React – with a Rockin' React-flavored Slurpee, available exclusively at 7-Eleven. A unique "stage" display held the branded Slurpee cups that literally rocked with music clips when shoppers held their hand over the circuit trigger.

Activation at Target, Grocery, Drug and Club ensured that the sensorial promise of New React Gum extended to shoppers across the country.

With over 2 million live webcast streams (with an average of almost 7 minutes per viewing!), nearly 30 thousand on-site visitors, 250,000 unique users to the brand's Facebook page, and retail support at the brand's top 12 customers, the 5 React Launch was an unprecedented success.

But sometimes, the best results write themselves...

Corona = an escape from everyday life.

But sometimes it’s not so easy to getaway. Responsibilities, commitments and pressures stand between you and your Corona. You need a plan, pronto!

Display brings the Escape Plan to life and communicates the national promotion.

Give work the slip this summer with the "EZ Escape Scooter" Display Enhancer. It's part faux-fern, part scooter, and 100% awesome.

Rather be sipping a Corona? Every pack comes with a branded "Escape Device" – a USB disguised as a bottle opener that delivers humorous tips & templates to use to plot your getaway.

National contest inspires consumers to create and share hilarious video content for their chance to win a no-holds-bar summer escape party hosted by Corona.

Buzzworthy on-air escapes create media moments that keep Corona top-of-mind.

Hilarious event backdrops help bar patrons create an alibi while they're enjoying a Corona escape.

Geo-fenced messaging allows consumers to discover local Corona Escapes and specials happening in real-time in their area.

Alert your network that you're taking an escape from social media with downloadable profile imagery and canned status updates.

Cross-merchandised display with custom SLO offer at key retail accounts creates an in-store destination for shoppers to "escape to" for summer essentials and savings.

Branded take-ones on display give shoppers everything they need to escape for summer – savings, tips and special offers that are customized for key accounts.

Playful cart graphics remind shoppers to create their summer escape plan with Corona.

Custom promotion for 7-Eleven ensures the Corona Escape Plan appeals to the key demographic.

What might you do this summer? The possibilities are limitless, just like a Starbucks drink. And now, Starbucks can help you dream up an endless variety of summer possibilities… and turn them into a reality.

Premium display includes in-shelf video and a dimensional header that allows natural light to illuminate the possibilities of summer.

Consumers use their Starbucks products to explore amazing summer possibilities and unlock infinite prize opportunities.

Star-studded kick-off invites editors and celebrities to discover and share their summer possibilities via touchscreen tables throughout event space.

Through Facebook, consumers can build and share photo montages of things they'd like to do this summer, capturing their possibilities with an exclusive sun-kissed photo filter. A living photo mural houses the ever-growing collection of summer possibilities.

Pan your local area with your smartphone and watch Starbucks point the way to an infinite number of summer possibilities all around you.

Full-page FSI launches the program and drives purchase across the Starbucks portfolio.

Garner coveted endcap placement at Target with a Special Pack offer that includes bundled product and a customizable coffee tumbler. 

Branded microsite inspires Kroger Shoppers to dream up summer food and beverage pairing possibilities.

Drive quality trial with a direct mailer and special offers that targets Starbucks' prime grocer shoppers.

Branded aisle blades disrupt shoppers and deliver a contextual food pairing possibility.

Floorstand display used eye-catching graphics to convince shoppers that Wrigley Bottles were distinct from the competition and perfect for the car.

Dimensional shelf talk looked like a cup holder and literally set Wrigley Bottles apart from the competition in-aisle.

Gravity-fed displays delivered the in-car usage occasion message to shoppers.

Reached consumers in their car with a relevant message and drove them to retail for a Car Cup's worth of better smileage!

By sponsoring VH1's "Songwriters in The Round" concert series, Starburst exposed thousands of music fans to their Contradictions Project to benefit Save The Music. Events took place in NYC (starring Glee's Matthew Morrison), Nashville (The Band Perry) & LA (Colbie Caillat & Andy Grammer).

Brand ambassadors engaged attendees throughout the concerts, collecting personal contradictions on iPads that aggregated on the brand's Facebook page.

Branded touch screens allowed concert attendees to interact with the Contradictions Project, exploring consumers' entries and adding their own to the living mosaic.

Pull signage ensured the brand's presence inside each venue.

Music-themed contradictions were highlighted in order to raise awareness of Starburst's cause.

Branded tip jars gave attendees "free tips" on the house – full-size Starburst candies!

Starburst's Facebook page served as the hub to the Contradictions Project, where each contributor could share what makes them unique to be included in the brand's $250,000 donation to help fund music education programs.

Leveraged a hugely popular spokesperson, Bob Harper, from The Biggest Loser, to ensure Extra's weight management message resonated with consumers and retailers.

Life-sized Trainer Bob Harper challenged shoppers to put down their unhealthy snacks and pick up Extra Gum instead.

Millions of Extra Gum packs featured the promotion and carried semi-unique codes for chances to win weight-management prizes.

The hub for Extra's 3pm Snackdown Challenge housed the promotion and gave visitors valuable tips and tools to manage their weight.

Extended the brand's weight management credentials with a special offer exclusively for Walmart shoppers.

Customer-specific activation at Extra's top 12 accounts extended the 3pm Snackdown Challenge message to shoppers across the country. 

The first 7-Eleven Collections that debuted in Plano became an instant hit for local Texans seeking above-premium wine and beer suggestions.

Dedicated in-store space showcased the 7-Eleven Collections with eye-catching lifestyle graphics and premium embellishments.

Premium-looking brochures educated shoppers on the collection of fine wine and beers, while suggesting unique pairing ideas based on occasion.

Permanent signage and premium fixtures ensured the 7-Eleven Collections stood out against the traditional convenience store backdrop.

When you look good, you feel good. And every guy, no matter how hairy, wants to feel better about how their body looks. Luckily Edge – the brand that gives guys the confidence they need to take on the world – is doling out the ultimate confidence boost: the self-assurance that comes from looking better in the buff!

The spec campaign captured everyday guys proudly flaunting their hair-free bodies while bolding making over-the-top declarations of confidence.

Guys could send in for a free "Confidence Enlargement Kit" (sample of New Edge Body Shave Cream & Schick razor).

Clever spin on coupon dispenser doled out "instant confidence boosts" to shoppers – savings on New Edge Body Shave Cream.

Experiential marketing in college towns targeted young males. Plan included Free Confidence Enlargement Kits distributed in male dorms and local bar events that catered to the overly confident crowd (i.e., "come in shirtless and get a free drink")

Guys are grooming for ONE reason: they want to be viewed by others as sexy. Introducing a hilarious new breed of sex symbols... Edge Shorn Stars!

Through a mix of metaphors and innuendo, the spec campaign used Shorn Stars to illustrate how cleaning up their body hair made guys look and sound incredibly sexy.

Unique print buys in relevant publications introduced the smoothest men alive – Edge Shorn Stars. Strategically-placed digital watermarks covered nudity and allowed readers to unlock additional content and savings from the brand.

Highly entertaining, low-budget productions would allow guys to cut their own footage into a mock-porn scene. With editing tools, they could add sound effects, set their music backing, even add their own Shorn Star name – for a custom video that's ready to go viral.

Shorn Stars come to life in-store and deliver hilarious "benefits" of being shorn as shoppers walk by Edge point-of-sale.

Building off the success of Sauza's "Make it With a Fireman" campaign, it’s Sauza to the rescue again to add a new twist to ladies' typical margarita nights! The pitch creative introduced consumers to a hunky new lifeguard whose job it was to step off the beach and into local stores, pubs and homes to save ladies — and their margaritas — from an ordinary summer.

Debuted Sauza’s freshest innovation, Sparkling Margaritas and introduced a new ‘spokesperson.’ Lifeguard standee + inflatable pool display enhancer created in-store theater. Snap tag delivered ‘Sauza On Duty’ mobile experience.

Sauza's lifeguard patroled off-premise activity – catching shoppers’ eye with his refreshing charm. A wrapped case stack completed his chair.

Consumers could win the ultimate twist on summer fun… their very own lifeguard! Lucky ladies would score a visit from Sauza's hunky hero AND a bash thrown in the winners’ own back yards.

To enter, consumers alerted the lifeguard they needed his assistance via promotional URL on bottle neckers and Snap tags at POS.

Entries unlocked a first-person video experience of our hunk coming to their rescue (via Facebook Connect), ideal for social sharing.

Mobile App put Sauza on duty, all the time! Consumers used the App to call on our lifeguard whenever their summer needed a fresh twist of fun.

Sauza's hunky guards patrolled stores to launch the ultimate summer saver – Sauza Sparkling Margaritas!

Samplers outfitted as lifeguards declared the roped off area ‘safe for sampling’ as shoppers walked by, blowing their whistles and inviting them inside the branded buoys to try new Sauza Sparkling and get great new drink ideas.

Scratch off the Lifeguard’s shorts to reveal a surprise underneath – instant savings or low-level prizes (inflatable puppies, Lifeguard Calendar, “I Made It With A Lifeguard” T-shirts).

Molded plastic lifeguard float held Sauza Blue & mix – shoppers could mix together for fresh margaritas and serve straight from the float!

Each stemless margarita glass had it’s own float – perfect for sipping fresh margaritas poolside, all summer long

Mini floatation device key chains drove to the promotional URL. The necker included a mini booklet of the lifeguard’s best Rescue-Rita Recipes.

Sauza's hunky Lifeguard tour hit select casual dining accounts, awarding a margarita moment of a lifetime to lucky ladies across the country. It was a suitcase party with a twist – ladies could attend with bags packed for their chance to win an impromptu girlfriends getaway to sip margaritas poolside in Vegas with our hunky guards!

Sauza was on duty at America's favorite restaurants, saving patrons from the midweek-blahs. Sauza served up Hump Day menu & margarita pairings and invited guests to engage with our enticing hunks for summer-saving prizes.

Projection-graphic standee brought Sauza's hunk to life to entice shoppers at key accounts with his cheeky charm. In-store motion triggered his summer-saving advice, recipe suggestions and sweet nothings. The pup at his feet offered enthusiastic barks on cue.

Setting a good example is the best way for parents to teach kids how to make better choices. An immediately identifiable riff with a timeless message encouraged parents to take steps in the direction of change to make an impression on their children for the rest of their lives. 

Spec creative recommended Chandra Wilson, the strong-willed, no-nonsense, caring Dr. Bailey from Grey's Anatomy, to lend star power to the idea and help personalize the message of living better.

Custom webisodes featuring Chandra sharing tips and tools to set a healthier example with GSK products.

Custom display utilizing Walmart TV gives parents the tools – and products – they need to set a good example for their children about how to live well. Each side of the display houses a category of products and a corresponding "live better lesson" delivered by Chandra.

Interactive brand page includes wellness tips, tools, special offers and cross-merchandising suggestions.

Banner ads attract new consumers and challenge them to join the program at Walmart.com.

Introduces the Teach Your Children Well program and unites GSK brands.

Consumers could opt-in to follow Chandra Wilson's tweets for help staying on track

Breakthrough display is customizable for drug channel accounts.

Creates awareness of program and delivers valuable tips and savings.

Free take-one brochure gives shoppers the tips they need to Quit (NRT), Lose (Alli), Enjoy (Tums) and Smile (Aquafresh).

Personal pledge inspires Walmart associates to live better, too.