OVERVIEW
Hudson & Nine created a traveling brand experience for launch of Fraser & Thompson North American Whiskey by Michael Bublé. Designed to embody the campaign’s “Easy, now” ethos—Bublé in a tuxedo, shirt undone, sipping whiskey from a lawn chair—the activation translated the artist’s playful sophistication into a fully immersive environment.
We engineered and fabricated custom product display architecture, built from premium materials and handcrafted to reflect the whiskey’s elevated yet approachable character. The double-sided design could be configured in multiple layouts, making it adaptable for diverse spaces and purposes. Complete with a branded bar, bottle display, and lounge-style set, the activation felt like stepping into Michael’s living room while providing flexibility as a tasting station, photo backdrop, or meet-and-greet environment.
To amplify brand recognition, Hudson & Nine also designed a full suite of POS materials—including branded glassware, napkins, and stir sticks—that reinforced Fraser & Thompson’s identity at every touchpoint. Over the course of a year, the kit toured nationally, traveling from in-store activations at Spec’s, to award shows, to studio backlot parties, and even television appearances with Michael himself. Scalable, reusable, and built for touring, the Fraser & Thompson activation delivered consistency, efficiency, and creative impact—driving awareness, engagement, and lasting impressions across every audience.
