ABOUT

Description
I led the creative development of The Gin Guild’s #TenGreenBottles campaign, a global award-winning sustainability marketing initiative designed to launch the gin industry’s first evidence-led Sustainability Toolkit. Working as part of a multidisciplinary team, I helped transform complex environmental data into an accessible, memorable and action-oriented campaign that inspired distillers around the world to engage with sustainability.

Brief
The Gin Guild set out to inspire distillers of all sizes to engage with its Sustainability Toolkit and take practical steps towards more sustainable distilling. The campaign needed to raise awareness, encourage measurable downloads and behavioural change, and reinforce The Gin Guild’s position as a global authority on sustainability within the spirits industry.

Summary
As Creative Lead, I was responsible for shaping the campaign concept, creative direction and overall visual narrative for #TenGreenBottles. Collaborating closely with colleagues across strategy, communications, content, design, motion and PR, I helped develop a creative platform that used the familiar nursery rhyme as a powerful metaphor for sustainability.
The campaign combined emotional storytelling with data-led messaging through animation, bespoke illustration, social content, infographics and trade media engagement. Launched on Earth Day 2025, the six-week campaign explored key sustainability themes including water stewardship, waste reduction, packaging and sourcing, making complex environmental issues more engaging and actionable for a global distilling audience.

Successes
The campaign achieved significant industry engagement and international recognition, winning Best Sustainability Marketing Campaign at the Global Drinks Intel ESG Awards 2025, where judges described it as “exceptional”.

As part of the team behind the campaign, I contributed to delivering 46 pieces of earned trade coverage, more than 198,000 LinkedIn impressions, over 43,000 reach across Facebook and Instagram, and a 40% increase in Sustainability Toolkit downloads against target. The project demonstrated how strong creative leadership and collaborative execution can help drive meaningful engagement with sustainability initiatives.