GREENHOUSE BAR

1800 TEQUILA

The Case for Action

Australia is losing its biodiversity at an alarming rate – 60%, yet most people don’t know this. Brands have the influence to bridge that gap. The Greenhouse Bar was more than a product launch; it was an opportunity to transform awareness into action, proving that brands can inspire meaningful change.
The Consumer Insight

People want to support causes they care about, but they need a connection that feels tangible, personal, and urgent. A stunning space that brings nature to life not only captivates but inspires – creating an experience that makes biodiversity conservation real, relevant, and worth championing.
The Brand Ambition

To go beyond launching 1800 Tequila as a premium product and position it as a catalyst for change – one that unites purpose and people. By creating an immersive experience that highlights Australia’s natural beauty, we sparked conversations, inspired action, and built a brand with a meaningful, lasting legacy.

Marketing & Communications Director, AnalogFolk
Agency & project lead for brand 1800 Tequila.
A carefully curated channel mix was employed to maximise impact and align with the campaign's strategic goals, ensuring seamless execution across touch-points:
- Event Management: Activations across six key locations in Australia.
- PR & Media: Leveraging earned and paid media to amplify the brand narrative.
- Content Production: High-quality visuals and videos tailored to the campaign’s storytelling.
- Copy & Brand Narrative: Strategically crafted messaging to connect with target audiences.
- Organic & Paid Social Amplification: Driving reach and engagement through targeted digital strategies.
To bring this project to life, I led and collaborated with a diverse network of teams and stakeholders, ensuring seamless integration across all facets of the campaign:
- Creative Art Department
- Production Crew
- PR Media Team
- Paid Performance Team
- The Royal Botanic Gardens, Sydney
- The Rainforest Seedbank

AU Market

FMCG

1800 Tequila

Every brand has a choice: to blend in or to stand for something. The Greenhouse Bar was created to prove that a campaign can be more than a product launch; it can ignite awareness, drive change, and connect deeply with the people who matter most.

When creativity serves a purpose, it moves beyond transaction – it creates transformation. For 1800 Tequila, that purpose was clear: to shine a spotlight on Australia's biodiversity crisis, engage audiences in meaningful conversation, and contribute to a solution.

We united stakeholders, from NSW’s Office of Environment and Heritage to cultural leaders and eco-conscious consumers, to amplify this message. Every detail – from pre-event campaigns to the guest experience – was designed to spark curiosity, inspire action, and create a legacy beyond the event.

Strategic Approach.

Collaboration was at the heart of this project. Partnering with the Sydney Botanical Gardens and the Rainforest Seed Conservation Project, we transformed a product launch into a cultural moment – a place where art, nature, and storytelling collided.

The Space

The Message

A lush, immersive bar that brought Australia’s natural beauty to life.

An invitation to experience and understand the urgency of biodiversity loss.

GET

25-40 yo premium spirit drinkers, especially tequila drinkers who have never tried 1800. Tap into their interest in premium experiences and sustainability.
WHO

Environmentally conscious urbanites seeking experiences that align with their values, but unaware of the biodiversity crisis affecting native Australian plants. Highlight their desire for premium, meaningful experiences.
TO

Learn about the biodiversity crisis through the innovative Greenhouse Bar campaign and raise funds for the Rainforest Seedbank Conservation.
BY

Engaging audiences with immersive storytelling, native-inspired cocktails, and collaborations with conservation experts to drive awareness and action on biodiversity.