Creative agency Space invites Liverpool to create a playful Monkey Shoulder ad


Over the Easter weekend drinkers in Liverpool had the chance to grab hundreds of paint-bombs and co-create a colourful ad on a 16-foot billboard as part of a ‘City Blitz’ campaign by Monkey Shoulder.

Dubbed the world’s most playful advert, the execution took place in Liverpool city centre and showcased the way in which OOH can become a truly immersive experience for consumers.

As passers-by splattered the ad, it started to take on a life of its own and a hidden Monkey Shoulder message appeared.

The activation delivered by creative agency Space is part of an intensive campaign that will be travelling across the country in the coming months. Further elements saw Monkey Shoulder’s 12 foot, 11,000 litre mixer truck visiting clubs and bars across Liverpool to deliver complimentary cocktails to thirsty revellers. Complete with DJ booth, a t-shirt cannon and cocktails on tap, the vehicle encouraged people to take part in the activities and unleash their inner monkey.

Over the course of the activation, Monkey Shoulder staged its Breakdown Service, which launched in London last year to support bartenders during the dreaded task of ‘breaking down’ the bar (closing up). The Breakdown Service team was on call between midnight and 3am, bringing bartenders Monkey Shoulder Lazy Old Fashioned and Boilermaker cocktails, as well as snacks to refuel and help packing up their bars.

The OOH activation and following “City Blitz” activity was supported by a social media campaign, also created by Space. Made up of two short films the campaign was used as a teaser to build excitement around the coming activations, driving footfall as well as promoting Monkey Shoulder as the 100% malt whisky made for mixing.

Ieuan Morgan, Brand Manager at Monkey Shoulder, said: “The City Blitz campaign allowed us to bring all our Monkey Shoulder energy to the streets of Liverpool, from our epic Mixer Truck to our interactive paint balloon experience. We were particularly excited for Liverpool to take advantage of The Breakdown Service, giving some of the legendary bar teams we love and respect the chance to put their feet up and have a drink on us as a thank you for all their hard work!”

Jason Nicholas, Managing Partner at Space, said: “This was a bold first for Monkey Shoulder. The activation showcases how OOH can break traditional conventions and engage consumers in an immersive and playful way. Monkey Shoulder is a brand that seeks to challenge the status quo of Scotch Whisky, and getting people involved in creating the billboard allowed us to do just that.”