Challenge: To activate Orchard Thieves in the On-trade under the brand platform of “Be Bold”. These summer activations had to be scalable across 300 accounts, promote trial, ensure bar staff engagement and have social leverage.

Solution: Life’s a little more serious at 28 and with more responsibilities sometimes you can’t stay out and be bold.
The idea was “Bold excuses”. Whether it’s getting out of your great aunt’s funeral or ditching that dodgy tinder date, Orchard Thieves will give you the excuse to avoid your responsibilities for the night in the pursuit of enjoyment.

Our interactive “Bold Booth” travelled to pubs nationwide. With a number of special features, it offered people an opportunity to stay out for one more drink, including backdrops, soundscapes and lists of bold excuses for inspiration. Need some background traffic noise to make that awkward call? No problem. Our bold sound buttons ranged from practical & credible to the boldly bizarre to suit every story.