Ah sponsorship. A tried and tested formula.
Doff your cap, pay respect, hope for a halo effect.
Not this time.
This is the story of a challenger gin brand, Sipsmith, that refused to behave, just because it was sponsoring the prestigious property of Wimbledon.
In the very scarcely awarded category of sponsorship, this paper is a powerful reminder that sometimes rules are there to be broken.
When you can't outspend your competitors, the challenger brand knows it has to outsmart them.
This paper shows how it's no different when it comes to sponsorship.
Through flipping the brief on...