• Sean Stephens

Silent Pool Gin deliver striking Inaugural campaign with Arthur London

As the craft gin sector continues to boom Silent Pool, the Surrey based distillery’s first campaign from Arthur London’s positions it as the first gin to straddle both artisan and super premium sectors.

Handmade with chalk-filtered waters from the eponymous Silent Pool deep in the heart of the Surrey Downs; Silent Pool is targeting a global audience of premium gin drinkers. The creative idea promises an escape to the Silent Pool, an aspirational and magical place free from the banalities of everyday life.

The craft gin sector is burgeoning, there are over 170 independent gin distillers serving it from the UK alone. There are so many stories about crafting and botanicals that to a discerning consumers they lack differentiation. Silent Pool’s success has been through combining the provenance of a craft gin with the branding appeal of super-premium spirt so we sought to capture that in our creative idea.

And with distribution is in markets as diverse a Japan, Russia and USA as well as in International Duty Free; so it is important to us to have an idea with impact and global appeal, but firmly rooted in the gin’s unique source at the Silent Pool.

The agency worked with leading underwater photographer Zena Holloway to create the striking image. The work will be in media across global markets throughout 2018.