In a world where pre-determined routines and expectations are constantly present, our innate drive and entrepreneurial curiosity risks being left unheard. However, BULLDOG – the contemporary and premium London Dry Gin – is sharing its own story of how it broke from convention to take a bold beginning and forge a different space in the gin category, to inspire others to listen to their inner drive.
BULLDOG was born from an entrepreneurial ambition to create a gin with a difference. Refined and modern, BULLDOG Gin has a daring botanical balance and bold presence with an iconic black bottle. The bold black bottle serves more than a standout aesthetic, protecting the premium liquid inside it that contains a harmonious selection of twelve exotic botanicals, including White Poppy, Dragon Eye and Lotus Leaf. True to the vision and bold attitude of BULLDOG London Dry Gin’s founder, the unique botanical blend balances out the essential juniper berry to achieve an unexpectedly smooth finish that pushes the boundaries of traditional flavour norms.
Continuing as a trailblazer for taking bold beginnings, BULLDOG has launched an inspirational new digital storytelling series to champion the entrepreneurial attitude towards life. The campaign kickstarts with compelling short films that follow the impactful bold beginnings of different protagonists including a musician, street artist, fashion designer and photographer, as they embrace the chance to express themselves in a way that stays true to their authentic self. The upbeat and dynamic short films are captured in black and white in a direct nod to their reflection of BULLDOG’s brave and magnetically courageous personality that was born from its own bold beginning.
The short digital films feature the bold beginnings of musician Lady Du, fashion designer Wanda Lephoto, street artist Farai Engelbrecht and photographer Young Stilo. Each protagonist shares their experiences of following their inner drive to break away from the routines they were in and begin a new and passionate venture that would go on to define them.
Songwriter, vocalist and DJ, Lady Du muses about how she found her passion for music after her father taught her how to DJ at the age of 10. As her career began to take flight, Lady Du went on to earn a living at her father’s car workshop to fund recording her own music. Reflecting on her bold beginning, Lady Du said; “It doesn’t matter where you come from or what connections you have. Find your light. It starts with you.”
Fashion designer Wanda Lephoto describes how he began thrifting and selling secondhand suits to people starting their first jobs. This is where he found his affinity for fashion design. Now, Wanda Lephoto’s distinct aesthetic is well established within the fashion industry. Wanda comments on his beginnings, explaining; “You just have to start, regardless of where it takes you. Not everything happened as I had dreamed, but it started to shape itself and I started to create my visual identity.”
“I always knew that I had something very unique to offer the world. I had to try my best and follow this talent,” says street artist Farai Engelbrecht as he explains how art helped him envision his life in a different way after a difficult upbringing. “Art was the one thing that always kept me grounded.” Now, Farai speaks to young aspiring artists who reach out to him for advice, looking to find their own bold voice in their craft.
Photographer Young Stilo tells of how his uncle gifted him with his first camera after he started showing interest in photography. He speaks of how, during the dark moments in his life, he trusted his camera to take him somewhere far. Reflecting on how his camera helps him live bold, Young Stilo said; “For me, the only light is my camera. I capture moments. I show people what this person is going through right now.”
The Begin Bold films are part of a wider campaign that will continue to be activated across multiple touchpoints, including press and digital. Every element of the BULLDOG Begin Bold campaign has been designed to inspire others to discover and embrace their inner creative spirit and entrepreneurial attitude towards life.
Khanya Mashalaba, Marketing Manager at Campari Group South Africa said about the campaign; “We have always been inspired by BULLDOG’s bold and self-expressive charisma that has defined it as a modern and distinctive gin since its inception. We hope to reflect and ignite the entrepreneurial attitude that exists within others and inspire them to embrace new opportunities to follow their passion and kick-start a new bold beginning that is authentically true to them. We are proud to share the bold story of BULLDOG, and collaborate with talent to celebrate individuality, and champion those who begin bold, in their own way.”
The BULLDOG Begin Bold campaign launches as the ‘Ginaissance’ shows no signs of stopping. The popularity of the G&T serve continues to hold its place worldwide, as iconic cocktails return to trend. The smoothness of BULLDOG London Dry Gin lends itself perfectly to the G&T, each signature serve defined by a distinctive twist; BULLDOG G&T with Blackberries is a distinctive new twist thanks to the unexpected purple infusion. Three sliced blackberries are skewered and stirred into a balloon glass at the point of serve, allowing hints of dark purple to slowly infuse and give a distinctive colour to the serve. The second signature serve has been created for those intrigued by a more unfamiliar twist to a G&T. The preparation of a BULLDOG G&T with Black Twist adds a spicy layer with a final black twist of black pepper. Also served in a balloon glass, it is finalised with a garnish of either sliced lime or grapefruit. BULLDOG’s quality also gives it a versatility that adds a touch of modernity to iconic cocktails in which gin plays a key role. The ultimate Negroni uses BULLDOG Gin to deliver an unexpected smoothness to the finished serve.
BULLDOG Gin is available in 750ml and has a suggested RSP of R339,99. BULLDOG London Dry Gin is sociable, and best enjoyed when drinking responsibly. To discover more about how BULLDOG is supporting Bold Beginnings, search #BEGINBOLD and follow @BULLDOG_Gin.
Enjoy BULLDOG Responsibly