The ‘guys in the funny outfits’ who guard the Tower London are called Beefeaters. They’re not the same as the guards in the big, furry, black hats either.

Getting to know something better makes it more interesting.

Get to know London better than ever before with Beefeater London Dry Gin

OOH posters introduce consumers to London slang. A Snapchat extension brings this quirky lexicon to life when it’s read out loud by a member of the Yeomen Warders of Her Majesty's Royal Palace and Fortress the Tower of London, and Members of the Sovereign's Body Guard of the Yeoman Guard Extraordinary…a Beefeater.

Consumers will know London better than they ever expected after talking to famous Londoners like James Bond and Jack the Ripper. Voicemails from these chaps run on Podcasts and Spotify, enticing participants to a London Phone Booth for a chat.