Gordon’s launches integrated campaign encouraging Aussies to clock off over summer with a gin

Diageo gin brand Gordon’s is celebrating its 250th anniversary with a national campaign encouraging people to clock off from work and enjoy a gin over summer.

The campaign introduces the tag line “Clock Off with Gordon’s…Shall We?”, which will appear in a range of executions from OOH, digital and Gordon’s Premium Pink pop-up bars in select Westfield centres across Sydney and Melbourne.

Key ‘clocking off’ moments will be targeted by the media strategy, with consumers prompted with ‘Shall We?’ advertisements across OOH, Spotify, digital display, video and social. API video technology facilitated by Innovid will direct people to their nearest retail liquor store to purchase Gordon’s gin during the ‘clock off’ moments.

Gordon’s has partnered with publisher Mamamia and its founder Mia Freedman to launch the campaign by asking Australians to sign a pledge promising to clock off this summer. Those who do sign on will go into the draw for the chance to win a holiday to Queensland’s Hamilton Island. Ads will also appear during the Mamamia Out Loud podcast, display, social posts and native advertising within Mamamia’s editorial content.

Gordon’s execution will span digital and OOH

The campaign was a combined effort from Publicis Groupe agencies Spark Foundry and Leo Burnett, and experiential agency Traffik. The pop-up bars will be executed in partnership with Ooh Media.

Linda Wellington, Diageo marketing manager for light spirits, said in a statement: “Gordon’s Gin is all about seizing those moments to bring a little more joy to your day. As the world’s number one selling gin, we want to support the nation in their quest for a better work-life balance. Our hope is that the new campaign will encourage Aussies to put down their laptops and meet with friends, or simply indulge at home with a Gordon’s gin in hand – guilt free.”

One of the OOH executions that will appear for Gordon’s

Lauren Small, Spark Foundry’s general manager, added: “Identifying culturally relevant opportunities that brands can own is at the heart of what we do at Spark Foundry. To truly reflect Gordon’s brand personality and playful tone of voice, we looked to Australian culture to identify moments that could benefit from the brand’s zest for life. These days, if you look around many offices at 5.30pm, it quickly becomes apparent that the age-old ‘clock off moment’ has truly been forgotten. For Gordon’s, this presented a great opportunity to help Aussies take back that moment.”

The campaign will run until June next year.


Jodi McLeod – Marketing Manager, Light Spirits
Linda Wellington – Marketing Manager, Light Spirits
Susannah Glass – Brand Manager, Gordon’s Gin and Pimm’s
Nicola Tracey – Media and Connections Manager

Spark Foundry Sydney
Linda Fagerlund – National Head of Strategy
Michelle Miroforidis – Strategy Director
Sam McGroder – Business Director
Mary Storey – Account Manager
Sophie Curtain – Digital Account Manager

Leo Burnett Sydney
Natalie Tay-Uceda – Senior Business Director
Prudence Purnell – Senior Business Manager
James Healey – Social Manager
Graham Alverez – Head of Strategy
Audrey Man – Business Manager
James Healey – Content Lead
Bridget Donnelley – Social Media Executive
Ian Broekhuizen – Creative Director
Malcolm Caldwell – Creative Director
Brad Grey – Senior Creative
Gotham Pillai – Copywriter
Filipe Olivera – Art Director

Traffik Sydney
Katie Long – Managing Partner
Eva Sheer – Senior Account Manager


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