VIVE THE DAYLIFE
Slow down and savor the fleeting
In an industry that is overcrowded with ads that glorify fast-paced nightlife, we gave people permission to slow down and enjoy the daylife. We elevated the brand from a mixing ingredient in cocktails to a main ingredient at daytime gatherings. Taking direction from the brand’s heritage, we served up occasions to slow down and savor fleeting moments of beauty.
The St-Germain Peep Show: A first-ever Periscope production that taught the always-on generation a lesson about slowing down.
We live in an always-on, hyper-connected world. This presents a challenge for the notion of slowing down and savoring the moment. The easy answer would be to tell our audience to put down their phones. We told them to pick them up—before it was too late.
We created the St-Germain Peep Show to remind our audience to savor the special moments in life before they’re gone forever. Six installments were shot and broadcast in real-time by acclaimed director Floria Sigismondi on Periscope. Our audience was enchanted with a series of beautiful fleeting moments that disappeared within hours.
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By challenging what technology can do, we made our audience debate if what they were seeing was real.
Our muse, Hannah Simone, wore an earpiece that allowed the director to turn real-time comments into plot twists that fed an audience hungry to play a role. Peep Show wasn’t just beautiful in execution, it was beautifully disruptive in showing how brands will use the platform in the future.
Floria spoke to Hannah through a microphone and an earpiece during the production.
While debate raged over whether Peep Show was a live production, Hannah responded to live requests from the Periscope audience.
Tales of the Cocktail
Part of making St-Germain into a key cocktail ingredient was educating bartenders about how to use it. So we attended a Tales of the Cocktail festival in New Orleans, taught them all about the St-Germain cocktail, and left them with a memorable tin type portrait with photographer Victoria Will.
Pass the Carafe
We partnered with influencers on social media to demonstrate how to make a beautiful daytime gathering using the St-Germain cocktail. We created a set of custom boxes for the St-Germain carafe that were passed from friend to friend, and shared their gatherings on social media.
The St-Germain Biketender: Daytime cocktails pedaled to your door by handsome French-ish bartenders with the tap of a button. Oui, s'il vous plaît.
To keep the St-Germain brand in the spotlight, we stepped away from the crowded nightlife to create an event in broad daylight that had never been done before. We partnered with Uber to bring St-Germain bartenders to doorsteps, by bike.
Our “Biketenders” served The St-Germain Cocktail throughout Seattle and New York, delivering both a product and a moment to savor a new occasion: The Daylife. Demand spiked so high on the first day that we could only fulfill 4% of requests, and “Biketender” has become a new cultural icon.
Biketender invented a new word in our cultural lexicon. And not only that, it married our efficiency-obsessed, on-demand culture with a new occasion worth slowing down for. An occasion that reminds us that time is on our side, if we choose to live it to its fullest.
An idea our audience definitely found toast-worthy.