ABOUT

THE BRIEF

Mad River worked alongside the team at Oxfam and their PR team at Hope and Glory to develop an experiential activation that shone a light on wealth inequality during World Economic Forum in Davos and call on people to join the fight for a fairer future as the gap between the super-rich and the rest of the world continues to widen.

We wanted to open a pub with a difference for one day only, where the price of a drink is based on individual wealth, meaning the super-rich could have a Million pound price tag on their pint. Mad River’s task was to bring that concept to life.

THE SOLUTION

The concept was clear from the outset but Mad River’s role was to make it a reality. We scouted for locations and found the perfect public house in Holborn to be the canvas for the activation, we then had to create the campaign identity and interior design that aligned with Oxfam’s brand guidelines but still felt like an authentic London pub. Mad River created “The Fair Pour” creative toolkit of assets from beer mats, uniform and menus. Alongside the visual execution we also considered the full user experience creating a range of cocktails unique to the activation alongside re-theming the draft ales to align with our core message with names like ‘Nepobaby Bitter’, ‘Rich List Larger’ and ‘Super Rich Stout'. Our cocktails included an 'Old Money Fashioned' and 'Billionaire’s Breeze'.

The Fair Pour was more than just a place to grab a drink, the pub was a forum for conversation and change. The pop up welcomed hundreds of guests through the doors as well as securing coverage from ITV News, Londonist, Secret London, The Metro and more.

Recently nominated for both Best Event and Best Charity Campaign at the PRCA Dare awards.