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Democratising cocktail making with Instagram Stories
 

Creating the perfect drink was tricky, requiring precise ingredients in perfect proportions. But with everyone using their phones for everything, we had an idea: What if BWS could put a practical, free cocktail book right in our customers' pockets?

BWS InstaPour

We developed a design system that corresponded to liquid measurements, transforming a phone into both a cocktail book and a measuring device. Each cocktail was crafted in a jam jar propped up on its lid. By holding the phone next to the jar, users could measure perfect ratios by matching their pour to on-screen animated markings. They would add ice, stir, or shake with the jar's lid, and their drink was ready to enjoy.

 

Users could decant into a glass if they wished, but for those who preferred simplicity, it was ready to drink straight from the jar. Each week, we released a new trending cocktail, resulting in the largest interactive cocktail recipe compendium on social media. Plus, with a simple swipe up, users could go straight to the key ingredients on the BWS online store, making it even easier to craft the cocktails they loved.

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Credits

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Agency: M&C Saatchi Sydney   

Client: BWS 
Chief Creative Officer: Cam Blackley

ECD: Mandie van der Merwe, Avish Gordhan   
Creative Director: Sharon Edmondston   

Creative Team: Kosh Perera, Sam Moore, Jackson Elliott, Matthew Harrington, Tane Potaka, Dominic de Beaujeu

Awards

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Webby Awards:
How To & Explainer DIY - BWS - ‘Instapour’ - Winner

Food & Beverage - BWS - ‘Instapour’ - Finalist

 

Cannes Lions:

Engagement - Social & Influencer -  Retail - InstaPour Finalist

 

One Show:
Interactive Online & Mobile - Utility - BWS - InstaPour - Finalist  

Direct Marketing - Social Media Post - Series -
BWS - InstaPour - Shortlist

Direct Marketing - Digital and Online Digital & Online - Websites & Mobile -
BWS - InstaPour - Shortlist

Social Media Innovation & Transformation - Innovation in Social Media -
BWS - InstaPour - Shortlist

 

Award:

Social Media Advertising - Best Use of Social - BWS - ‘Instapour’ - Finalist 

Retail Advertising - Social Media for Commerce - BWS - ‘Instapour’ - Finalist 

Brand Innovation - Brand Engagement - BWS - ‘Instapour’ - Bronze

D&AD:BWS - ‘Instapour’ - Shortlist

 

Mumbrella:

Best Use of User Experience - BWS - InstaPour - Shortlist

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