SKYY VODKA X WIRED BRAND LABS
‘Make. Every Day.’ was part of the Future Proof campaign with SKYY Vodka x WIRED Brand Labs, featured as part of the 25th Anniversary of SKYY Vodka with entrepreneur and co-founder of Plated.com, Nick Taranto, and creative technologist, Noah Norman. The initiative expanded the understanding of experience design, and covered extensive physical and digital grounds, through national OOH campaigns, social media distribution, bi-coastal panel discussions, talks on design and technology, and workshops. In collaboration with New York-based Agency 5 O’Clock, the campaign stays true to SKYY’s innovative origins, encouraging individuals to revolutionize the world around them every single day, just like the inventor of SKYY did in San Francisco back in 1992.
Concept and Mission
SKYY and WIRED are on a mission to FutureProof our world. And the only way to make the world a better place … is to start making. That’s why we’re instigating a movement to bring brilliant minds from different backgrounds together to build things that don’t just stand the test of time, but also dictate the way we live. The future is constantly evolving, and there are too many people asking “why.” We want to be the ones asking “how.” We want to answer tomorrow’s questions today. Because creators need a way to turn their life-changing visions into a reality. Because inspiration comes in all shapes and sizes, and big ideas are greater than the sum of their parts. Because the only way to stay ahead of the curve is to be the one pushing it forward.
Press Release
‘Make. Every Day.’ A 360-degree marketing platform, ‘Make. Every Day.’ draws inspiration from the brand’s 25-year history of innovation and entrepreneurial attitude. “‘Make. Every Day.’ is all about designing the world you want to live in,” said Melanie Batchelor, Vice President of Marketing, Campari America, “Twenty-five years ago in San Francisco, this ethos moved SKYY Vodka’s founder to invent a vodka he wanted to drink. It’s that visionary spirit that has driven SKYY ever since.”
SKYY was born in San Francisco, a city that has always stood for innovation and progress. SKYY was conceived by an engineer who reimagined the entire vodka category for a better experience. When Maurice Kanbar set out to find a better, purer vodka for the perfect martini, he invented SKYY – America’s first quadruple-distilled and triple-filtered premium vodka. From SKYY’s sleek, cobalt-blue bottle, which broke Old World packaging traditions for vodka, to its first cutting-edge, lifestyle marketing campaigns – SKYY has always challenged convention and taken a fresh perspective. The new campaign demands that a new generation must continue to invent a better world.
Shot by provocative photographer and visual storyteller Tony Kelly, ‘Make. Every Day.’ features stories behind today’s innovators as well as interviews with the brand’s founder Maurice Kanbar looking back at SKYY’s origins to inspire new fans of the progressive vodka. Selected for his iconic style-based artistry creating a world that’s undeniably brighter, bolder, and breath taking, Kelly brings a daring, fresh sensibility to print advertisements as well as in-store materials. His style pays homage to some of the most successful SKYY advertising from the last 25 years.
External Collaborators
Creative Direction (2D): Maria Samodra
Campaign (Advertising): Agency 5 O’Clock
Director of Photography: Tony Kelly
Concept Creation (3D) & Talent: WE-DESIGNS
Events Production: SWELL
Film & Set Production: Milk Studios
ClientSKYY Vodka, Campari America, WIRED Brand LabsLocationSan Francisco, CA / New York, NYYear 2016 / 2017StatusComplete