The Premise challenged young people to create a bar inspired by the story of Drambuie, when new liquor licensing laws allowed an influx of pop-up bars in Australia.
The competition was promoted through local street press, outdoor media and various blogs, encouraging those with a creative urge to enter their bar idea online. Entries were reviewed by a panel and the winning idea came to life in Sydney.
‘The Doghouse’ was a 1920's speakeasy inspired by Drambuie's values of risk, rebellion, passion and mystery. It became a popular destination that was shortlisted for the Australian Interior Design Awards.
Print, experiential & digital campaign