Aviation Gin has developed a reputation for creating smart, satirical, zeitgeist-bending work. Leap Day 2020 was yet another opportunity to showcase their particular view on the world.
Arlene’s Big Leap featured Arlene Menko, an 84-year-old woman who finally turned 21 and Ryan Reynolds, owner of Aviation Gin.
“Arlene’s Big Leap” focused on Arlene Menko, a woman with an unfortunate birthday – February 29th, 1936. While most people wait 21 years for their 21st birthday, Arlene’s birthday only came around once every four – so when she finally turned “21”, Aviation Gin made sure that her first “legal” drink was a great one.
From inception to implementation, 160/90 had nine days to pull it off – with no media spend. But, given the power of the idea and Ryan’s social channels, the spot was an instant smash, garnering over half a billion media impressions in its first five days of release, featured on everything from People, Entertainment Weekly, Mashable, Fast Company, Ad Age and Adweek.
From concept to posting, the video was created in just nine days and exploded in popular culture, and further cemented Aviation as a premium brand – a gin worth waiting for.
Impressions in 5 Days
Media Value Generated