On my desk, there is a special phone with a red flashing light. Something like this. Only Taylor Herring have the number for that phone. So when it rings, I know it’s big news.
The brief was to create something a little different for the launch of Smirnoff’s brand-new vodka-infused cider, and Taylor Herring are top of the market when it comes to stunts and PR. You may have seen their work with the likes of Pimm’s, Sky Atlantic, Top Gear or Game of Thrones.
I worked with Taylor Herring to design a super-size drinks fridge built on a genuine rusty old flatbed farm trailer, straight outta Compton. (Compton, Surrey, just off the A3, not far from Guildford. Lovely place.) Hooked up to a great big raspberry-pink tractor, the trailer would be towed around London, before settling at Broadway Market and Spitalfields Market to give out samples and pose for selfies. Smirnoff’s social media push would include a “snap to win” campaign with the #SmirnoffTractor hashtag.
After some hurried building from the projects team, and a late night or two, the beast was born. Smirnoff’s Cider tractor rolled into London for two solid days of action, twisting and turning through the city, creating some great viral buzz on social media, and confusing hundreds of tourists and office workers. Check out the fruits of our labour below…
Q: What would quench thirst on a day like today?
— Nick Holroyd-Doveton (@saidanddone) August 26, 2016
— PRWeek UK (@prweekuknews) August 26, 2016
— Hollie Bennett (@HollieB) August 26, 2016
— $imp$ (@Hannaah_Kiss) August 26, 2016
— James Brown (@Politicub) August 26, 2016