Responsible for the art-direction of Tanqueray “Resist Simple” campaign visuals; lead-in airport installations; the primary Exploratorium experience guidelines; and accompanying duty-free POS guidelines (promotional and permanent) that drove sales through charismatic brand building. w/ Wieden + Kennedy, Amsterdam.


Tanqueray is a brand of British gin produced by Diageo and marketed world-wide. It is one of Diageo’s 16 “strategic brands” earmarked for prioritization in promotion and distribution worldwide. The multi-sensory Global Travel experience was key to Diageo’s marketing effort to drive sales through charismatic bran-building.

SHORT TERM: Create visibility and interaction strong enough to motivate travelers to taste and buy Tanqueray for themselves in duty free shops.

LONG TERM: Turning 4 weeks of retail activity into 4 months of impact.Global travel is beyond a sales channel; it’s a “shop window” for Tanqueray that should impact shoppers’ brand perceptions and purchases beyond the airport. Installations are planned for Heathrow, JFK terminal 4, LAX terminal, Toronto terminal 1, & Cancun terminal tbc.

The Exploratorium was the cornerstone of the Tanqueray experience: an inviting, modular structure based on the iconic bottle shape that invited travelers to experience Tanqueray through taste, sight, and smell.

This was achieved through 4 key interactions: brand history; ingredients; bottle and liquid; and inspiring cocktail recipes. Samples of Tanqueray; concertinas summarizing the history of this iconic liquor brand; ingredient scent-dispensers; and duty free POS (promotional and permanent) all served to introduce heighten brand awareness and close the circle of experience in a completely integrated way – inviting the traveler to buy Tanqueray before continuing their travels.

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