Goose Districts
Client Goose Island | Agency Momentum
Role Creative Director
The brief
Create a trade and consumer platform that would grow Goose Island from the ground up in key London districts.
We created a three-year activation platform called Goose Districts that let the brand capitalise on cultural trends to position it as a credible champion of postcode pride.
The first step was targeting the on-trade with a hyperlocal print, POS and content campaign co-created with influential artists Luke Drozd and Jess Wilson, featuring unique maps of Brixton, Peckham and Shoreditch.
The response
My role
Leading the winning pitch.
Developing Goose Districts as a creative platform.
Concepting the campaign.
Creative direction of campaign assets.
Recruiting and briefing local artists.
Oversight of delivery of all other comms as the project developed.
Commissioning of artists to create bespoke maps for each district.
Managing the client relationship.
The results
Increased consumer awareness of Goose Island in target districts.
Increase in on-trade sales of liquid for campaign duration.
Successful deployment of three-year strategy, including the opening of a Goose Island tap room in Shoreditch.
Goose Districts
Client Goose Island | Agency Momentum
Role Creative Director
The brief
Create a trade and consumer platform that would grow Goose Island from the ground up in key London districts.
We created a three-year activation platform called Goose Districts that let the brand capitalise on cultural trends to position it as a credible champion of postcode pride.
The first step was targeting the on-trade with a hyperlocal print, POS and content campaign co-created with influential artists Luke Drozd and Jess Wilson, featuring unique maps of Brixton, Peckham and Shoreditch.
The response
My role
Leading the winning pitch.
Developing Goose Districts as a creative platform.
Concepting the campaign.
Creative direction of campaign assets.
Recruiting and briefing local artists.
Oversight of delivery of all other comms as the project developed.
Commissioning of artists to create bespoke maps for each district.
Managing the client relationship.
The results
Increased consumer awareness of Goose Island in target districts.
Increase in on-trade sales of liquid for campaign duration.
Successful deployment of three-year strategy, including the opening of a Goose Island tap room in Shoreditch.