In pictures: The Persuaders and Grayling create Pimm's skipnics

Diageo tasked agencies Grayling and The Persuaders to create a series of pop-up activations for its summer spirit brand Pimm's to bring a slice of the Great British outdoors to the capital.

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The Skipnics for Pimm’s concept was launched yesterday (7 August) in London’s Covent Garden with Made in Chelsea star Millie Mackintosh.

The Persuaders was tasked with revamping a series of skips and making them into dedicated pop-up picnic areas, which members of the public will be invited to enjoy across the next couple of days.

Each skip features a Great British outdoor theme, featuring garden-shed style structures adorned with flowers.

Consumers are being invited to bring along their own picinic to the Pimm’s skipnics, as well as enjoying free samples of Pimm’s and a cucumber sandwich from the brand’s sampling team who are dressed as workmen in high-vis jackets.

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