For Hendrick’s Gin, which is infused with cucumber, Jungle Media opted not to use traditional media, instead creating an experiential event to help the brand create awareness of its peculiar product. It constructed an organ that used cucumbers as keys and placed it in the middle of a shopping centre during the busy holiday period. The organ was a media-first, using “capacitive touch sensing” technology that leveraged the natural conductivity of cucumbers and the human body to send signals to a processor, which then triggered the notes of a real organ. The stunt was captured on film and then housed on social, with thousands of people viewing and sharing it with their followers. The brand tracked a 65% reach, with a social engagement that was seven times the industry average, and more than 100 million earned global impressions. More importantly, the brand increased sales by 17%.