As a part of St-Germain’s “Vive The Daylife,” we created the “St-Germain Peep Show,” an imaginative, engaging concept brought to the world through Twitter’s new live streaming app, Periscope. With acclaimed director Floria Sigismondi, we made a series of six short films starring New Girl’s Hannah Simone, reinventing the concept of a peep show every hour for six hours in one single day. The twist: each peep show was shot and streamed totally live, through the lens of an iPhone. After 24 hours, the films were gone forever. 

Paired with targeted media and strong PR efforts, our strategy sought to remind the world to stop and savor the fleeting moments of beauty that surround us all every day, emphasizing St-Germain as a liqueur that can be savored on its own. Reminiscent of the brand’s 1920’s French boudoir women reimagined for contemporary culture, the films empowered consumers to help craft the story of the “St-Germain Peep Show.” As comments rolled in, the St-Germain team chose a select few responses to impact the action.

The provocative content on an emerging platform created incredible interest in the brand, far exceeding industry standards. The campaign attracted extensive PR attention, from Fast Company, AdWeek, Huffington Post, and many more. Perhaps most impressively, in a market where criticism is commonplace, there was an unbelievably high positive sentiment in the conversation around “St-Germain Peep Show.” Twitter selected the campaign as a #CreativeFavorite, an accolade only given to a handful of brands each year for using the platform in a new way. Keep watching throughout the summer as “Vive The Daylife” continues.

Hot on the heels of St-Germain’s “Peep Show” on Periscope, the liqueur brand pushed even further into new territory with their unique activation called Biketender. And they decided to start the drinking in broad daylight. Because, while plenty of alcohol brands own the night, St-Germain’s “Vive The Day Life” campaign gave the brand ownership of the day, delivering cocktails by bike directly to the consumer.

In partnership with Uber and Minibar, St-Germain mobilized top local mixologists to pedal hand-crafted cocktails to customers on vintage French porteur bicycles. They simply pedaled to your door with refreshing St-Germain cocktails for you and 20 of your closest friends, all at the tap of a button.

While this was deployed in just two cities—Seattle and New York City—over the course of two days, the social buzz for Biketender and “Vive The Day Life” resonated throughout the world. The Biketender activation reached an audience of 7.2M and doubled the industry average Instagram engagement rate. Positive sentiment exceeded industry averages by 77% and demand was so high on day one that despite even the fastest of pedaling, the Biketenders simply couldn’t satisfy every request.

It not only became everyone’s favorite social media cocktail for the day, it became a new favorite word in the pop culture dictionary: the word “Biketender” was featured as one of TED’s “20 words not yet in the dictionary.”

And that wasn’t the only footprint left by the Biketenders. The work has garnered national attention, taking home a host of Seattle ADDYs and a Silver ADDY at the national level.