What do you do when you're the original everyday but the category has gone craft-crazy? Gordon's gin was up against scores of new competitors each week. But its audience didn't care for botanicals or celebrity style. The insight - the anticipation of the moment was greater than the drink itself. I led the global brand campaign, tone of voice, trade and experiential launch and new look and feel that defies category cliché. A series of witty, short spots for TV and a host of mischievous tactical activations followed.