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A global, Integrated PR campaign for Tanqueray Ten Gin, commissioned by Diageo Ltd, London
 Nico | The Hotel Costes, Paris
 Fraser | Milk & Honey, London
Victor | La Florida Bar, Barcelona
Sebastian | Living Bar, Milan, Italy
Yukiyo | Mandarin Oriental, Tokyo, Japan
Yiannis | Galaxy Bar, Athens, Greece
Ideal Bar - Barcelona
Ideal Bar - Barcelona
Death & Co - New York
View from Bar Rouge - Shanghai
Bar Rouge - Shanghai
Hotel Costes - Paris
Hotel Costes - Paris
Tearose Bar - Monza
The Tanqueray Perfect Ten Campaign

The New Cruelty was commissioned by Samantha Durchslag, Global Head of PR, Diageo Reserve in London to produce and execute a photographic shoot (along with accompanying behind-the-scenes video footage) in ten cities, in ten countries for the Tanqueray Perfect Ten global PR Campaign. The brief was to photograph classic portraits of each of the ten bartenders, and a reportage of them making their signature Tanqueray Ten Martini and finally, shoot a reportage of each of the cities.
The main production started at the beginning of September at Milk & Honey and The Bar at the Dorchester. It then then moved on through Europe, stopping at The Galaxy Bar in Athens, Ideal and La Florida in Barcelona, the Tearose in Monza, near Milan. The European leg of the shoot wrapped in Paris at The Hemmingway Bar in the Ritz, and the main bar in the sublime Costes Hotel.
From Europe, the team then headed west to the United States to cover nine bars in the two selected cities. The first stop was New York and the bar at STK in the Meatpacking District. Death & Company in the Lower East Side was the next location, followed by The Flatiron Lounge on West 19th Street. The historical Bemelman's Bar at the Carlisle Hotel in the Upper East Side and The World Bar near the United Nations completed the New York stint.
In December, TNC started the third stage of the worldwide tour in South Beach, Miami, choosing bartenders from the Setai, DeVito's, Prime and Barton G. The last stop before the Christmas Holidays was the bar at the W Hotel in Mexico City, making for a relaxed end to the year.

In January 2008, Tokyo was selected as the first of the two Asian cities to be featured in the campaign. It proved to be one of the most memorable shoots as it was the only one featuring a female bartender - Yukiyo Kurihara at the city's new Mandarin Oriental Hotel. The final stop in Asia was the historic city of Shanghai - with the Rouge Bar on the Bund as the appointed bar in this booming, but chaotic city.

All in all, the Tanqueray Ten Perfect Ten campaign took more than five months to complete. Over twelve thousand frames were shot, filing over a terabyte of disk space; 15 flights and one Eurostar were taken; $5,300 in excess baggage was paid; 12 different hotel rooms were slept in; and innumerable taxi and van journeys were endured. As for the number of Martinis drunk? That's anybody's guess.
Client: Reserve Brands Group, Diageo Ltd
Visual Creative Director / Photographer: James Bareham
Art Director: Chris Lowe - Chilli
Producer: Stuart Hart - TNC Productions
Assistant: Hal Shinnie
Stylist: Ariane Garrision