Campaign platform · Self-initiated
Drake & Morgan: 📍 Spring Is Here
A spring campaign for a London bar group, built on their initials.
Dusk & Magic
Key visual
Dare & Mix
Bar serve
Dine & Mingle
Social
Dusk & Magic
Golden hour deserves one more round.
For terrace signs, and social posts around golden hour.
Daylight & Mischief
The meeting ended. Nobody went home.
For weekday emails and social, aimed at people working in the City.
Dare & Mix
Order the one you've never tried.
For menus and the bartender's special.
Dine & Mingle
Pass the plate. Stay for another story.
For menus and table talkers.
Every bar group launches a terrace and a spritz in spring, and they all say it the same way. My first ideas were the same too, things like "Swing Into Spring", which any bar in London could have run.
Then I looked at their name and used the initials. Every line pairs a D word with an M word, for moments people already have after work, and they all sign off with 📍 Spring Is Here, wherever the pin lands. And because it's their initials, nobody else can use it.
The rules I gave myself
- Every pairing has to be a D and an M. If it doesn't fit, it doesn't go in, however good it is.
- No offers, no exclamation marks, no 2-for-1. You should want to be there before you know what it costs.
- No blossom puns. You see spring in the light and in how people behave.
It carries into the bars as well: signposts, lanterns projected on the pavement at night, and a Pairing Passport you get stamped as you work through them.