London Dry

— WIP —

Beefeater asserting themselves as the London Dry Gin by creating the world’s first ever London Dry campaign.

Noticing the irony that Dry Gin originates from a famously rainy city, Beefeater combines their charm and provenance with an innovative medium to paint the town dry.

Superhydrophobic coating is a unique medium made from materials that completely repel water. When sprayed on, it enables a surface to stay dry.

Using stencils, they’d create literally London Dry street-art only appearing when the rest of the city is wet.