It seems autumn is the time for indoor pervasive fun following the summer outdoor festival season.
Winterwell and Tom Sawyer actually pitched an idea to Absolut Vodka for their ‘Make the Present Moment Exceptional’ launch campaign. I guess we missed the brief as we pitched a below the radar ongoing campaign idea that would be a slow and intriguing build over several months (come to think of it, I don’t think there was a brief, which could be why).
Instead there was an overt and high-impact half hour of quick-fire physical experiences, from an improv bucket drumming session to a string maze to a meal of haute cuisine style crisps in a thoroughly Lynchian restaurant. Some really nice touches, including mirrors that follow you round the room (literally), dancing with a 19th Century lady and finding a mask with your own face on it to wear.
They’re keeping who ran the show close to their chests, but it had You Me and the Bum Bum Train written all over it, either as them directly or a copy-cat company. They have developed a name for themselves as the pre-eminent purveyors of promenade theatre (as opposed to ‘immersive’ theatre which Punchdrunk have retained both crown and emperor’s ribbon for several years now.)
Punchdrunk themselves are also running a drinks brand promotion, this one with Stella Artois to promote their new Black lager. This one takes the idea pioneered by Hush Productions at the Edinburgh Fringe back in 2004 and puts its audience in the back of a Citroen DS and drives them around while things happen in and outside the vehicle.
Secret Cinema are also just in the middle of delivering what could be their best set of screenings to date, which is focusing on not just creating the world of the film but this time challenging people to find a secret room to be rewarded with a special experience – a medical procedure in this one. But I won’t say for what so as to play along with the conceit of the secret which is being well held this time round.
Finally, some interesting things set for the Old Vic Tunnels again in December, from the Living Structures group – worth blagging, stealing or forging a ticket for if you can…
A couple of insights that have come out of being on the consuming side of these experiences this time – to go that small step towards answering if all of this works? Well, after some previous activities I have two bottles of Absolut at home (whereas before drank either Smirnoff or GreyGoose depending on wallet). And I have already drunk two pints of Stella Black, and will have as many more as I can find while the sale is on – like Veruca Salt on beer.
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