Helping the original craft gin inspire a pursuit of purity for bartenders and consumers.

THE PURSUIT OF PURITY

Brief

Martin Miller’s Gin is a gin with a story. And one which saw the first coming together of British distillation with Icelandic purity. Our challenge was to translate the ATL campaign of The Icelandic Journey - Martin Miller’s pilgrimage to discover the world’s purest water - into an on-trade campaign that would give the gin a revived relevance with modern bartenders and drinkers alike.

Solution

We distilled The Icelandic Journey into a single, powerful idea: The Pursuit of Purity.
A creative platform that celebrated both the gin’s story and the mindset of those who craft and enjoy it.

The campaign spanned:

A global brand toolkit for key on-trade markets.
Key visuals evoking the raw beauty of Iceland and the artistry of distillation.
A drinks strategy and cocktail suite across Martin Miller’s Original, Westbourne, and 9 Moons variants.
Social films and photography showcasing signature serves and the rituals behind them.
A trade advocacy programme that redefined purity — inspiring bartenders to explore it through flavour and wellbeing.

Global toolkt

Our thinking was captured in a detailed campaign toolkit that guided rollout across global markets, with Spain as a key focus. It equipped local teams with assets, tone, and creative principles to keep the purity story consistent everywhere.

Key visual

We developed key visuals for use in anything from socials to posters. The visual styling was also reflected throughout the rest of the campaign.

Cocktails

We developed a drinks strategy which was adopted by drinks specialist agency Heads, Hearts & Tails to create a range of cocktails across Martin Miller’s Original, Westbourne and 9 Moons. We captured these in a cocktail shoot which included stills, as well as social films showing how to make the cocktails.

Trade Advocacy

Reconnecting the brand with the bartending community was central to success. In collaboration with renowned bartender Danil Nevsky, we developed a programme that explored purity in both craft and self. Combining advanced flavour techniques with Icelandic-inspired wellbeing rituals — from ice baths to breathwork — it reminded bartenders that true mastery begins with balance.

Agency: Hue & Cry
Executive Creative Director: Mike Beukes
Design Director: Josy Sneddon
Art directors / designers: Mike Beukes Chloe Chatenoud | Jessica Lee | Josy Sneddon | Bilgin Bernard | Charlie Kwai
Copywriter: Mike Beukes | CJ Fiala
Strategist: Astrid Simpson | Anastasia Shepard
Client service: James Gordon | Harry Newton
Client team: Sergio Malibran | Juan Bautista Garbers | Ilja Slutskiy | Oliver
Production company: &Friends
Director: Harry Woulds
Producer: Lucie Lerkkanen | Harvey Palmer
Photographer / DOP: Vlad Jako
CGI agency: Where Giants Roam
CGI creative director: Blair Porter
3D artist: Jessica Smith
Client director: Tilly Manaton
Year: 2025