MAKING BEER GARDENS BETTER OVERNIGHT
- CREDITS
- Creative Directors: Daniel Headey & Clare D'Andrea
- Agency: Elvis
Magners
Magners Cider is made in the dark to achieve its distinctive taste. For this activation campaign, this premise was taken through the line into experiential. We launched a nationwide search for the worst beer gardens. Publicans who dared enter, were placed into a draw to win a beer garden makeover. Winners saw this happen overnight so it was true to the made in the dark thought. And the sun rose on the world's first Cider Garden.
- Footfall increased
- Permanent branding achieved
- Trade relationship enhanced
- Cannes Nomination - Experiential
![](https://danielheadey.com/media/pages/work/magners/959161420-1702125044/966576-160521774124681-264334729-o-995x1391-q80.jpg)
![](https://danielheadey.com/media/pages/work/magners/1463362936-1702125044/screenshot-2019-12-11-at-20-36-13-1000x606-q80.png)