The Beefeater 'This is #My London Campaign' was a celebration of London's creativity and passion, inviting the public to help create the new limited edition bottle by submitting photos of what London means to them. Photos were uploaded to through the Beefeater #My London website and winners selected by a panel of judges. All winning photos formed a montage on the new bottle. The challenge of this campaign was to showcase the limited edition bottle and thank London for their creativity in helping create the new bottle.

- To celebrate the brand heritage - To engage the target audience and raise the profile of the brand - To launch the new limited-edition bottle design - To thank Londoners for their part in the #MyLondon story - To create a buzz in the press

A giant animated, laser-projection at Covent Garden revealed the first impression of the new bottle - showcasing its creation and featuring the best photos from Beefeater's #MyLondon competition. Through the special preview of the new bottle, Beefeater thanked Londoners for their fantastic creativity in its co-creation. The projection showed just how eclectic and vibrant the capital city is. The unique, individuality of Londoners was perfectly conveyed through the photography and truly captures the spirit of what Beefeater is all about.

25,000 viewers of the projection stunt over the course of one evening. The stunt received some create coverage with great standout due to the large stunt pictures featured was covered in a number of great broadsheets such as; The Sun, The Metro and The Huffington Post.

Using projection art was a great way to highlight the campaign and provide a stunning visual display for the audience. Covent Garden provided a great location and had high footfall for the event. Structurally the setup was very impactful with an 8m high bottle forming the canvas for the projection mapping.