Vodka shouldn't apologize.

While at Grey we pitched and won Ketel One Vodka. At the time the strategy of most vodka was using celebrity or aiming at the hedge fund bottle service crowd with Caribbean shots of opulence. We went in the direction of "sophisticated hardcore". There was a general roughness to the work and an unapologetic celebration of manhood and it's pleasures, it worked and continues to.

CLIENT: DIAGEO / KETEL ONE

 

ROLE: CD/Art Director

 

MEDIA: Print, Web