TINCUP® Mountain Whiskey, a classic American whiskey, aims to inspire new and profound experiences in the great outdoors. As CCO at Grand Visual my role included helping to drive innovation and experiential activity for key group clients of which Proximo spirits was one. When talking with the brand team led by Jessie Taylor and whiskey lead Andrew Nash, it was clear they were looking for something out of the ordinary… in came my concept of a nationwide “Spirit of Adventure” program for those willing to explore beyond the comfort of their own backyards.

TINCUP champions the rugged spirit of the American West, and the iconic cups that top each bottle are an ode to the old gold mining town from which TINCUP takes its name. The whiskey celebrates the original way the resident workers drank their whiskey from tin cups following a day down in the depths of the Rocky Mountains.

The “Spirit of Adventure” was centered around a search for three special edition gold versions of the iconic cups. These #3GoldCups were hidden in three different picturesque places across the country, off the beaten path and TINCUP released clues leading to each that will help narrow down the exact locations they are hidden using their social, influencer, OOH, display, and DM channels.

Those lucky enough to find one were rewarded with $10,000… and of course we were there to document it all for social content, extending the campaign even further.

CREDITS:

Chief Creative Officer: Dan Dawson, Grand Visual
Video Director: Jay Hatcher, Live Every Day Productions
Director of Photography: John DeMaio, Islander Studios
Creative Technology Director: Jon Jones, Grand Visual

Creative Agency: Grand Visual
Creative Production: Grand Visual Studio
Media: Havas/Arena & Talon Outdoor
Digital, Social and PR: Backbone Media
Video Production: Islander Studios

Client Team: Jessie Taylor, Andrew Nash – Proximo Spirits