Arlene's Big Leap
Aviation Gin has developed a reputation for creating smart, satirical, zeitgeist-bending work. Leap Day 2020 was yet another opportunity to showcase their particular view on the world.
If you’re born on a leap year, when are you old enough to drink?
Arlene’s Big Leap featured Arlene Menko, an 84-year-old woman who finally turned 21 and Ryan Reynolds, owner of Aviation Gin.
Storyline
“Arlene’s Big Leap” focused on Arlene Menko, a woman with an unfortunate birthday – February 29th, 1936. While most people wait 21 years for their 21st birthday, Arlene’s birthday only came around once every four – so when she finally turned “21”, Aviation Gin made sure that her first “legal” drink was a great one.
From inception to implementation, 160/90 had nine days to pull it off – with no media spend. But, given the power of the idea and Ryan’s social channels, the spot was an instant smash, garnering over half a billion media impressions in its first five days of release, featured on everything from People, Entertainment Weekly, Mashable, Fast Company, Ad Age and Adweek.
- Advertising & Branding
- Digital
- Video & Content
- Food & Beverage
- US
Bottomline
From concept to posting, the video was created in just nine days and exploded in popular culture, and further cemented Aviation as a premium brand – a gin worth waiting for.
500M
Impressions in 5 Days
$5M
Media Value Generated