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Tanqueray – Since 1830

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Created by St Luke's London and directed by Scott Lyon through Outsider, this 30-second spot takes us to bygone eras, starting in 1830, the time from which Tanqueray’s recipe originates, through to the 1920s, the 1960s, up to today. 

The film uses a technique called the Droste effect, which is based on the idea of ‘worlds within worlds’, and is created using a continuous curving camera move that reveals each new scene from inside the previous one. The original Tanqueray bottle appears in each era, having been sourced from the Tanqueray archive in Menstrie, Scotland and taken to set for the shoot. 

“We knew we had a good script with every chance of becoming a strong piece of film – but we also knew something was missing," said Chief Creative Officer of St Luke’s, Alan Young. "We needed a compelling way to transition between the scenarios that would take us through, or around, the famous green bottle. Scott Lyon’s treatment nailed it and our client was both courageous and supportive in signing off a technique they nor we had never seen before.”

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