Four Pillars Gin launch 'Expect Different' platform via Weave

Four Pillars Gin has launched a new masterbrand platform, 'Expect Different', developed with independent agency Weave.

The campaign rolls out nationally from October across out-of-home, social, and digital. It is designed to build the Four Pillars brand beyond individual products.

'Expect Different' takes familiar occasions where the gin fits and reimagines them in unexpected ways.

Dan Cookson, Executive Creative Director at Weave, said the creative approach was about bringing Four Pillars’ ‘Expect Different’ ethos to life, turning an everyday occasion into something more playful and visually interesting.

Cookson said:  “At a time when our social feeds are increasingly filled with AI-generated content, we wanted to make a campaign film that was proudly real. So, we built sets, choreographed stagehands and created a series of theatrical transitions all cued within a single, unbroken camera shot.

"It makes the whole thing much harder to pull off, but that’s also its creative charm. You can feel the human craft in how it all comes together, which felt completely right for Four Pillars, a brand that has always cared deeply about how things are actually made.”

The hero 15-second film shows the routine of finishing work and unwinding with a drink. Recurring stagehands turn everyday moments into something more theatrical, using physical sets, in-camera transitions and live performance.

The brand and Weave chose traditional production methods to contrast with the growing use of AI-generated creative.

Amanda Bronesky, Marketing Manager, Spirits at Lion, said the new platform represents an important evolution in how Four Pillars communicates with consumers.

Bronesky said: "Four Pillars has always challenged convention through flavour innovation and creativity, but until now much of our communications have centred on individual products. 'Expect Different' gives us a long-term masterbrand platform that expresses everything Four Pillars stands for.

“Consumers continue to look for brands that surprise and delight them while delivering genuine quality. This platform allows us to celebrate our distinctive personality in a way that's memorable, scalable and unmistakably Four Pillars.”

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Out-of-home creative builds on the films, using the stagehands and product imagery across portrait, ultra-wide and transit formats, including Sydney light rail wraps. The out-of-home rollout runs through to February 2027. Social and digital assets include 15-second and six-second videos on YouTube and Meta.

Weave has a long-standing partnership with Four Pillars. The platform is intended to support future brand activity and product launches.

Credits:

Marketing Manager, Spirits: Amanda Bronesky
Brand Director: Albertus Lombard 

Agency Credits
Executive Creative Director: Dan Cookson
Creative Director: Darren Song
Creative Strategy Director: Amber Groves 
Senior Designer: Ryan Psaila 
Production Director: Matt Bowman 
Executive Producer: Sheridan Wadleton 
Integrated Project Manager: Fushia Saulwick
Account Director: Ashley Ng 
Managing Director: Marijana Simunovic

Production credits:
Production agency: Hart & Co
Director: Nicky Murphy 
Assistant Director: Matty Barker
Director of Photography: Marcus Cropp
Movement Coordinator: Zoee Marsh
Wardrobe Stylist: Abby Bennett
Set Designer: Henry King
Photography: Benito Martin