Goose Districts
Client Goose Island | Agency Momentum
Role Creative Director
The problem
Goose Island needed a brand platform that would grow their presence from the ground up in the London districts of Brixton, Peckham and Shoreditch.
The insight
London is a city of villages - each neighbourhood has its own distinct identity and culture that it celebrates with pride.
The response
We created a three-year activation platform called Goose Districts that focused on giving the brand an active role in the key areas it wanted a presence in. This was designed over three phases:
Connection: we ran a hyperlocal print, POS and content campaign co-created with influential London artists Luke Drozd and Jess Wilson, featuring unique maps of their home areas. We targeted the media distribution to really cement the connection between Goose Island and postcode pride.
Creativity: Goose Island hosted a series of events championing local creative talent with key on-trade partners, taking an active role in promoting the music, film and art that makes each area unique.
Community: the ultimate goal was for Goose Island to put down permanent roots in the London that most resonated with the brand. It did this in 2018, opening a craft beer pub - decorated by Jess Wilson, of naturally - on Shoreditch High Street which ran profitably until 2022.
The results
Vastly increased consumer awareness of Goose Island in target districts.
Increase in on-trade sales of liquid for campaign phase 1 and 2 duration.
Successful deployment of three-year strategy, including the opening of a Goose Island tap room in Shoreditch.
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.
