Beefeater was introducing a new pink gin into the fiercely competitive market. We needed to ensure we could get the attention of the right people, at the right time.

For two weeks in the middle of the hot summer, we took over every spot at Oxford Circus with our big bold graphics and messaging and working with PosterScope painted every spot with strawberry-scented ink. Instead of smelling armpits and commuter breath, all travellers experienced nothing but the scent of sweet fresh strawberries, as they emerged from the underground with a pink gin cocktail on their minds.