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Ungava Gin
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Branding, Package Design, Art Direction, Campaign Development
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May 2022
Get Into It positions Pernod Ricard’s Ungava Gin as the young and relevant gin that Gen Z can finally get into, like Doja Cat's song “Get into it (Yuh)”. Gen Z is made of experience hungry and go-getter explorers, who are at an age where there are so many “firsts” they are just “getting into”. From a first graduation to a first job offer, to a first AMA’s, the possibilities are endless and all worth celebrating. Ungava Gin will represent Gen Z and Doja Cat’s celebrations, accomplishments, and firsts, making it the best way to bridge the bar and Hollywood.
THE BRIEF
challenge
Gen Z has lost trust in big corporations, governments, and even influencers. They are in search of brands that are authentic and transparent. Gen Z is the generation in search of truth.
INSIGHT
With their coming of age, Gen Z is done asking for permission. They want to get into things on their own terms but are unsure where to start.
IDEA
“Ungava Gin, Get Into It”, is a movement encouraging Gen Z to get into the undiscovered opportunities life is throwing their way without hesitation. It inspires a 100% real generation to get into a 100% real brand that satisfies their craving for truth.