In the busy Global Travel Retail sector, the challenge is to grab the attention of travellers who are in a hurry and are confronted by a wealth of purchasing options. Bombay Sapphire is travel retail's favourite gin. Year on year the design effects used have raised the game so we had to come up with a design first that kept Bombay Sapphire on the topspot.

We are always researching new technologies and although electroluminescent ink is not new, this was the first time that it was integrated into a packaging design successfully. The design begs to be picked up off the shelf, activating a hidden mechanical switch which sends a current through the pathways in sequence, and creates a mesmerising cascading effect.

Electro was designed to attract attention and it certainly achieved that. Its primary function was to promote Bombay Sapphire's tagline "Infused With Imagination". It contributed to helping Bombay Sapphire achieve +14% volume growth versus last year YTD.