July 30, 2020



OOH TOMMY awarded £250,000 of outdoor media in collaboration with Monkey Shoulder

30th July 2020, London – We are proud to announce that OOH Tommy have placed runner up at Ocean Outdoor’s Crucial Creative Competition with our entry titled ‘The New Rules of Mixing’ for Monkey Shoulder & William Grant & Sons.

“A charming concept with a very clear commercial objective, this campaign addresses the severe problems facing the hospitality industry, one of the many dilemmas which inspired the launch of the Crucial Creative Competition.”

Monkey Shoulder – The New Rules of Mixing

With the hospitality industry responsible for 32.7% of lost GDP for the country, and up to 30% of pubs and bars facing the threat of permanent closure, the need to get customers feeling safe and back into their locals is a very real one.

That’s why Monkey Shoulder are proposing to donate the entire media spend/prize fund to struggling bars and pubs up and down the country.

For every pub we help, we’ll design them a bespoke digital poster using Monkey Shoulder’s stunning new visual identity. The campaign not only reminds customers that the pubs are open, but it also prepares them for the new in-bar code of conduct in a way that feels humorous and iconic, rather than authoritarian and conventional.

Utilising Ocean Outdoor’s dynamic roadside and city centre networks, including The Loop and The Grid, we’ll target and direct footfall to nearby establishments.

Monkey Shoulder is a whisky that’s made for mixing. They are the master mixers, both with drinks – from elaborate cocktails to a simple whisky & ginger ale – and occasions. So who better to help shepherd in the new normal, by showing the country the New Rules of Mixing.

As an extra incentive, to get valuable customers back to as many bars as possible, Monkey Shoulder are also offering to mix them a free drink – if they spend a couple of seconds familiarising themselves with the new bar and pub safety guidelines at the Monkey Shoulder website.

For this campaign we’re deliberately ignoring the one-off, hero screen executions. Instead, we want to directly drive commerce back into the community with a hyper-localised campaign that is scalable and transferable across the entire OOH industry. Encouraging people back into bars up and down the country, and using wit and charm to make sure everybody stays safe.