Pinnacle Drinks launches 'Make with Mishka' workshop series via The Story Lab + Carat

Mishka 1.jpgThe Story Lab has launched 'Make with Mishka' for Pinnacle Drinks', featuring a four-day interactive workshop series with supporting content, produced in partnership with media
agency Carat and media partner Pedestrian TV.

Pinnacle Drinks challenged The Story Lab to develop a campaign for Mishka to enhance the vodka brand's personality and bring to life 'Mishka Moments' by inspiring and influencing with lifestyle tips and 'drinkspiration' solutions.

VIEW THE FRUITY FROZE FILM
VIEW THE LEMON MIMOSA SORBET FILM
VIEW THE SPRING RACER FILM
VIEW THE TEALICIOUS FILM
VIEW THE ISLAND BREEZE FILM
VIEW THE DARK RUSSIAN FILM
FacebookStill_Froze.jpgThe female, trendsetting Mishka target audience trades experiences and knowledge for social currency. Understanding this helped build The Story Lab's approach: bringing together popular talent to inspire via meaningful experience where they can create, learn, drink and DIY their hearts out with their friends.

'Make with Mishka' is the resulting four-day workshop series, created in partnership with Pedestrian TV, where over 100 competition winners will try their hand at activities such as jewellery making, floristry, painting and cocktail creations. The workshop events are taking place from 8- 11 November in a uniquely designed workshop space at the heart of Sydney's Surry Hills.

In addition to the workshops, The Story Lab has ideated and developed a six-part stop motion Mishka Cocktail series, designed to inspire consumers to create their own Mishka moments at home in new and imaginative ways. In a twist on the summer cocktail, The Spring Racer teaches viewers to add edible flower ice cubes, and Tealicious uses chilled peached tea to put a spin on tea time.

Says Claire Booth, content partnerships senior manager at The Story Lab: "Pinnacle set us the challenge of inspiring Mishka's female target audience with lifestyle tips and 'drinkspiration'. With a lot of brands already playing in this space, the key to a successful approach was to give Mishka something new to talk about, something new to own and something new to make people a part of. 'Make with Mishka' is a unique campaign doing just that - paving a new way of socialising and putting Mishka at the heart of these moments."

Says Rachel Hofman, marketing manager at Pinnacle Drinks: "It was important for us to not only inspire the Mishka audience through content they want to consume, but also to physically bring to life 'Mishka Moments' through a brand experience. Working in close collaboration with The Story Lab and Carat, we've been able to do this through the unique cocktail series The Story Lab produced and the exciting 'Make with Mishka' platform in partnership with Pedestrian.TV"
 
Says James McManus, head of creative projects at Pedestrian.TV: "The 'Make with Mishka' workshop series is a real Pedestrian partnership first. We're thrilled to team with Mishka to get our audience's hands dirty and throw them in the creative deep end. A video content series off the back of the workshops will feature the incredible skills of some of Australia's best DIY guns, and inspire our wider audience to embrace innovation."

Claire Booth, Content Partnerships Senior Manager, The Story Lab
Claire Crennan, Content Partnerships Director, The Story Lab
Sarah-Jane Sands Senior Producer, The Story Lab
Clalla Morishita Art Director, The Story Lab
Sally Cartmell, Ecosystem Planning Manager, Carat
Rachel Hofman, Marketing Manager, Pinnacle Drinks
Rachel Tikey, Group Advertising Manager, Pedestrian.TV
James McManus, Head of Creative Projects, Pedestrian.TV
Jordana Johnson, Project Manager, Pedestrian.TV
Paigge Warton, Project Coordinator, Pedestrian.TV

1 Comments

Please..... said:

...just shoot me in the face now

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