Client: Diageo | Grayling PR
'As ever The Persuaders approached everything with the utmost professionalism and delivered an amazingly creative launch within a tight budget and short turnaround time' - Nicky Law, Managing Director, Grayling
Britain’s green spaces are being gobbled up by the ever growing concrete jungle. In response to this The Persuaders, working alongside Grayling PR have created the new urban leisure concept of Skipnics for Pimm’s, so this summer, it doesn’t matter if you haven’t got a glorious garden or balmy balcony to enjoy the Great British outdoors!
Providing a welcome area of green in an otherwise urban sea of grey, The Persuaders built a series of skips that became dedicated pop-up picnic areas for two days in August, for consumers to enjoy a ‘skipnic’ and a break from the humdrum of the city. Transformed into little green oases, each skip was designed with a Great British Outdoor theme, from the quintessential country garden to an allotment complete with it's own garden shed.
Open from 12noon – 6pm each day, consumers brought along their own picnics and were treated to a free sample of Pimm’s and a cucumber sandwich from the Pimm’s sampling team, dressed as workmen in high vis jackets.
Results
trade media including Event Magazine
consumer media including The Standard, The Mirror and OK Magazine
photographs by Dave Parry at PA
