Kuyper: Accidental Ambassadors

Think for a second — do you know someone with a heart and an anchor tattoo? Maybe you’ve seen it out in the world. This combination is a very popular tattoo. Liqueur brand De Kuyper realised hundreds (if not thousands) of people were walking around Quebec, Canada, promoting its brand logo (the heart and anchor) without even knowing. In partnership with No Fixed Address, De Kuyper published a call out in Canadian media publication Narcity and via the social pages of tattoo influencers @davidbrowntattoo, @noemie_eclipse and @romeo.tats, informing Quebecers that the brand was searching for individuals with a particular tattoo — the combination of an anchor and heart. Anyone with this tattoo was then dubbed an Accidental Ambassador because their tattoos closely resembled the iconic De Kuyper logo found on every bottle. Hundreds of people responded to the call, and a select number were invited to attend an event at the De Kuyper distillery in Old Montreal. De Kuyper rewarded these people for their accidental loyalty to the brand by returning the favour and inking their names on bottles of De Kuyper Geneva Gin. As a bonus, celebrated fashion and advertising photographer Jimmi Francoeur was hired to capture the event providing the newly minted Accidental Ambassadors with portraits to remember the moment and never forget their connection to the brand.