Magners - 'Made in the Dark' Experiential

Magners Irish Cider is made in the dark to achieve its distinctive taste. 
So, for their new summer campaign aimed at publicans and drinkers alike, darkness became our special ingredient too. We launched a nationwide search for pub gardens in need of a makeover and invited them to enter a competition to win a ‘Made in the Dark’ Cider Garden transformation. For the lucky recipients, these makeovers happened all in the space of one night. We created a relaxed, natural environment with an orchard feel, using wooden crates and hanging chairs.
Cannes Lions - Experiential shortlist.

Copywriter: Daniel Headey