Hendrick's cucumber obession

Hendrick’s has released a new campaign, Refreshing Encounters, which reveals to the world its expedition to uncover the world’s rarest, most unique cucumbers.

This cucurbitaceae crusade takes the brand on a curious and absurd journey of discovery that is documented in this 90-second spot directed by Harry Deadman through Compulsory. 

Hendrick's asserts that the cucumber is the 'essence of every great gin and tonic' and this mission the spot forage for the world’s most peculiar cucumber seeds. Gathering a small handful of these precious varietals Hendrick’s Master Distiller, Ms Lesley Gracie, has cultivated her crop at the Hendrick’s Gin Palace, lying within the tiny seaside village of Girvan, in Ayrshire, south-west Scotland. Armed with an unwavering hope and a passionate spirit, Gracie sat back and waited to find out whether these wondrous cucumbers would grow. 

“It was so much fun telling this beautifully absurd story of the long-standing Hendrick’s cucumber obsession," said Deadman. "As soon as I saw that Hendrick’s wanted to tell a story based solely around cucumbers, I was completely sold. I love to create bold, colourful films that highlight something unexpected or unusual, so this felt right at home! I’m used to having to dial ideas back, so it was really exciting and refreshing to have feedback saying ‘go further!’”