The story / 03
The brief.
Cutty Sark wanted to reach a younger audience through an active, adventurous lifestyle. The brand needed to show up in places where that spirit already lived.
The idea.
LYRIC Entertainment Co. took the brand to surf shops, festivals and sporting events. An ambassador documented the journey, making the tour a source of social content as well as in-person encounters.
What happened.
Over 100 event days, the tour reached 125,000 attendees, served 18,000 samples and produced more than 1,000 pieces of content.
100event days
125Kevent attendees
18Ksamples served