O YEAH
VODKA O (2019)
Despite ‘Vodka O’ being 15 years old and awarded amongst the world’s best vodkas, consumer preference for the brand was lagging behind some of the more established European and Russian brands.
Our task was two-fold. Firstly, carve out a unique position in the sophisticated and serious vodka category by creating a brand which resonates with the young (and young at heart). Secondly, give Vodka O a new voice, a new look and a new lease on life – in a uniquely Australian way.
As a rule, alcohol advertising follows a template; beautiful people in exotic locations, drinking perfect drinks - but it doesn’t always resonate. Especially amongst our target demographic of young Australians, where tolerance for this fantasy world is extremely low. So we created a campaign entitled ‘O Yeah’ and launched it with a bold, illustrative look and a uniquely honest tone.
When it came to designing the campaign for Vodka O, the answers were right there in the name or more specifically in the ‘O’. Each illustration was created in a circle motif derived from the ‘O’ - even the line ‘O Yeah’ echoed this strategy. This simple framework meant we could explore the weird, the wacky and the wonderful while still creating a unified campaign which has become the base for a completely new look for the brand. And because this was the launch of the new-look Vodka O, we didn’t just make one ad, we made dozens. Each one celebrating a unique Vodka O occasion; from a dirty martini to a knock-off drink and even a late night game of twister with friends.
‘The Nightcat’ - Fitzroy, Melbourne