Imagination was part of the Bombay Sapphire brand story. One script, five films. A-list scriptwriter writes short film script, stripped of any stage directions. Consumers can imagine their film of his script: a romantic comedy set in ancient Rome to an unromantic science fiction set in the future. The five most imaginative get produced.

The ambition led the team to centre the idea in earned and owned media.

The idea has to be simple and compelling. Your film of his script. One script, five films.

Short films allowed online distribution and was also attractive to TV channels looking for fillers.

Geoffrey Fletcher, the Oscar winning scriptwriter and The Tribeca Film Festival partnership gave the project a global launch with an event in Tribeca, delivering significant PR value. This was quickly followed with digital media assets including accessible online recruitment films and advertising, partnerships with writing groups and film festivals, ambiently distribution including being left in taxi cabs. All this was underpinned with full time social strategy, driving conviction to enter. This continued through the judging and production process. The final films were premiered at Tribeca Film Festival 2013, distributed online, screened at Film Festivals and broadcast on TV.

Achieved 170k online downloads of the script.

- Gained entires from 34 countries around the world, from the Philippines and Kenya to the USA and UK.

- Benchmarked against other global competitions, it achieved triple the level of entries.

The campaign delivered $15m of PR value globally

Became the No. 1 Gin on facebook

Achieved industry recognition. In Year 2, film talent has been attracted: Adrien Bordy is the new ambassador.

It achieved the highest level of market take-up of Bacardi Limited global campaigns.

A commitment has been made to the Imagination Series for the next two years.