Converting sin into GIN

Poor Toms is an upcoming boutique gin distillery in Sydney. To help further establish their cult following as the most deliciously indulgent and debaucherous gin on the market, we created a campaign that invited people to confess their sins to the cult figure of Ginsus - all in return for a bottle of limited edition pink strawberry gin. Launched through social and a warehouse party at their distillery, people confessed their sins to Ginsus by ringing his 1800-GINSUS hotline. The most mouthwatering sins were anointed with a new cultish name, posted on social media and rewarded with strawberry gin.