Diageo x D&AD

How do you get Gen Z "weekend explorers" to drink Lemonade Seltzer in the Winter? My team thought it was simple - embrace their adventurous side, and give them a totally unexpected pop up in the middle of the city. Thus, the Lone River City Pop Up Barn was born - complete with a live fire brunch, Iron Branded Swag, and a whole lot of lemonade.