01 / Reach
Scale & Legitimacy
Prime roadside and commuter traditional media placements: billboards, bus shelters and transit, putting the brand in front of thousands of people daily with the credibility of a proper national buy.
Undercover Arts × James Gin / Confidential proposal
Strategic Media & Guerrilla Activation Proposal
Bridging high-reach traditional outdoor media with viral street disruption.
- 100% Turnkey Execution
- UK (South of England) & US (California) Coverage
- YouTube Content Engine Ready
Strategic alignment
Why Undercover Arts
One agency running the legitimate media buy and the street-level chaos, so the two halves of the campaign are planned as a single mechanic instead of two invoices.
02 / Disruption
Disruption & Chaos
High-impact guerrilla street formats: interactive murals, night projections, rain-activated hydro-stencils and tactical door-to-door drops, engineered to shock, engage and get photographed.
03 / Content
Content Engine
Every physical activation is designed as a ready-made set for James May and the in-house video team to film, react to and broadcast to roughly 1M YouTube subscribers.
Flavor portfolio
Alignment matrix
Each expression carries a distinct activation mechanic. Select a bottle to see where it sits in the plan.
The flagship
Asian Parsnip
Root vegetable gin, the original disruption
Anchor of the National Parsnip Day scale-up. The root vegetable becomes a currency, a commodity and a 50ft light source.
- Night projections
- Commuter stock tickers
- Door-to-door drops
Core campaign concepts
Four activations, one filmable universe
Every concept pairs a paid, high-reach placement with a street mechanic that gives the video team something to walk up to and point a camera at.
National Parsnip Day scale-up
The Parsnip Inflation Panic
A fake financial emergency, staged across transit screens, building facades and suburban letterboxes.
Commuter OOH stock tickers
Digital screens at major transit hubs styled as live financial tickers: INFLATION: HIGH | CRYPTO: CRASHING | PARSNIP: STRONG BUY AT WAITROSE.
Guerrilla night projections
50ft glowing parsnips thrown onto financial district headquarters after dark under the headline: In Root Vegetables We Trust.
Door-to-door tactical drop
Official-looking string-bound brown envelopes into suburban mailboxes: Emergency Currency Conversion Notice, detailing how locals trade raw parsnips for gin at participating pubs.
The anti-spring mobile emergency unit
Bloody May
A vintage ambulance treats the arrival of spring as a public health incident.
The anti-ad billboard hijack
Unsolicited Pedantry
No product shots. No lifestyle. Just walls of blunt text aimed at people who cannot escape them.
Corporate collapse, painted at scale
The Shroom & Asphalt Hijack
A mural that keeps running after dark, with physical hardware bolted into the brickwork.
Deep dive
London Drizzle: multi-format execution
One product, three formats, all triggered by the same weather the liquid is built from.
Disruptive inspiration: cross-sector case studies
Borrowing from the Masters of Street Disruption
Why corporate advertising fails, but political guerrilla tactics command the front page.
Political satire & campaigning
Led By Donkeys
Crowdfunded OOH media buys on prime roadside 48-sheet billboards featuring exact quotes from politicians, pasted up as high-contrast minimalist text.
Sports betting / entertainment
Paddy Power
Mowing giant satirical messages into countryside fields under flight paths, or deploying unauthorised guerrilla street teams outside major sporting venues.
Environmental advocacy
Just Stop Oil / Greenpeace
Deploying high-lumen mobile laser projectors on the back of vans to project massive messaging onto iconic landmarks and corporate headquarters at night.
Consumer packaged goods (FMCG)
Oatly
Purchasing massive high-footfall OOH walls with hand-painted text mocking traditional advertising tropes, such as: It looks like an ad for oat drink.
Summary & next steps
Ready to Do the Opposite of Conventional Brands
High-reach scale
Traditional OOH across roadside, transit and bus shelters delivers the audience volume and the legitimacy.
Viral street mechanics
Guerrilla execution supplies the shareable moment: murals, projections, rain-activated stencils and tactical drops.
Ready-made film sets
Every build is a physical set, giving James May and the team complete creative freedom to film and react on location.
Prefer to talk it through? Take the fast route.
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