Fennimore & Vane · Experiential · 2025
The launch nobody saw
Bighead launched a new pink gin to the right people. The right people were on Perry's yacht. Attendance was four. Social reach was zero.
- Client
- Fennimore & Vane
- Sector
- Spirits
- Duration
- One afternoon, three days of recovery
- Team
- Perry, Dilla, Marty, Barry (on the dock)
The challenge
Fennimore & Vane wanted to launch a pink gin to “the right people”, with a budget that suggested they meant it. Every other agency in the pitch proposed a pop-up in Shoreditch. We proposed something more exclusive.
The idea
The right people are, by definition, the people Perry has lunch with. Most of them were already on the yacht. So we took the launch to the audience, and kept the audience very small to protect the brand from being seen by anyone who might buy it.
What we did
The launch took place on Perry's yacht, moored somewhere with poor signal. The guest list was Perry, Dilla, the client's chief executive and a man called Tony, whom nobody had invited. Barry stayed on the dock with the samples. There were no photographs, which Marty has since positioned as a deliberate scarcity play.
Results
4
attendees, including Tony
0
social posts, owing to the signal
£38,400
bar tab, rechargeable
Gold, Best Use of a Yacht. Bighead Awards 2025.
The client
“I don't remember much of the launch, which Perry tells me is the sign of a great one.”
More work
The lid
How Bighead spent fourteen months and £1.2m rebranding a 140-year-old mustard, and changed the lid to a slightly lighter yellow.
Purpose, found
Malcom spent six months finding a purpose for a building society founded to help people save. He found one. It was helping people save.
Saying nothing, beautifully
When a reservoir turned slightly orange, Marty wrote a 400-word statement that contained no information at all. The story ran for one day fewer than expected.
The client, the people and the results in this case study are fictional. Bighead is a parody agency.