The Know The Not Known campaign will aim to drive consumers to a Facebook site to gain access to invite-only events supported by the brand.
The campaign will feature the work of four contemporary artists in the film of art, design, music and film.
Full-page ads will run in lifestyle magazines including Clash, Dazed & Confused and Empire.
There will also be outdoor advertising, and an i-Phone app, Twitter and You Tube will all feature in the activity.
A series of limited edition four-packs are planned to continue the campaign into next year.
Jason Wills, senior brand manager, said: “We have created an engaging and innovative campaign that will generate real interest among our target audience and we are committed to ensuring that this is really brought to life in the off-trade.”