We were briefed to launch new Bulmers No. 17 and to position the brand as the most innovative in the cider category. Bulmers have been experimenting with cider since 1887, and so to celebrate this launch we conducted an experiment to test how open to new experiences the public are. In life, as in cider making, trying new things has its rewards – as a lucky few found out on the night. The campaign leverages young drinkers’ love of new experiences and the unconventional, and features Plan B, one of 2011’s most experimental and respected musicians.