Ketel One’s first campaign from Fig encourages you to ‘Drink Marvelously’

Playful animated ads broke during the Emmys

Published On
Sep 23, 2019

Editor's Pick

Dutch premium vodka brand Ketel One has long been known for its unfussy elegance and clean taste suitable for drinking straight up. Its new “Drink Marvelously” campaign, which broke during last night’s Emmy awards, hinges on that reputation in a series of charming and simple animated ads.

The effort is the Diageo brand’s first work out of New York agency Fig, which won the global creative account in May following a competitive review. It consists of charming spots featuring playful black-and-white line illustrations that feel like a classic comic strip come to life—a refreshing break from the high-production ads and millennial revelry that crowd the category.  One spot depicts a man mixing up a Ketel One martini and then sending it, by balloon, across the city, later reuniting with it at a rooftop party. Other whimsical spots see the martinis traveling by parachute and shooting across bars.

 
 

The theme continues in out-of-home ads that play up the vodka’s “role” in various cocktails and in fantasy-filled, big-city scenarios. 

“The black and white illustrations are a simple invitation to put yourself into that world and have a great cocktail." said Scott Vitrone, chief creative officer of Fig in a statement. 

The campaign’s 15-second ads broke In L.A. and New York during last night's Emmys broadcast. The work will continue to run on national television and in a digital rollout in October. The outdoor work debuted in Los Angeles to coincide with Emmy Awards season and will roll out in other markets including New York, Chicago, Miami and Philadelphia in November. 

According to Diageo’s 2019 annual report, Ketel One's net sales grew by 10% and the brand gained share in its category, prompted by the success of Ketel One Botanicals and improvement in performance of the core product.

 

Credits

Date
Sep 23, 2019
Client:
Ketel One
Agency:
Fig
Chief Marketing Officer:
Ed Pilkington
Director:
Jim Ruane
CCO/Partner:
Scott Vitrone
CSO/Partner:
Caroline Krediet
Strategy Lead:
Anibal Casso
Design Director & Lead Illustrator :
Max Friedman
Creative Director:
Molly Jamison
Creative Director:
David Goss
Creative Director:
Jed Heuer
Creative Director:
Dave Canning
Creative:
Kelsey Heard
Creative:
Reilly Schlitt
Executive Producer:
Jill Landaker Grunes
Account Lead:
Finnian O’Neill
Account Lead:
Kristin Postill
Account Lead:
Maxie Etess
Group Project Manager:
Dee Dee Swartz
Animation Director:
NiceShit Studio
Creative Director:
Guido Lambertini
Creative Director:
Rodier Kidmann
Creative Director:
Carmen Angelillo
Executive Producer:
Filipa Kinomoto
Art Director:
Rodier Kidmann
Animation Director:
Guido Lambertini
Storyboard & Animatic :
Rodier Kidmann
Storyboard & Animatic :
Guido Lambertini
Animator:
Claudio Salas
Animator:
David Maliboo
Animator:
Ezequiel Cruz
Animator:
Henrique Barone
Animator:
Juan Huarte
Animator:
Juan Nadalino
Animator:
Melisa Farina
Animator:
Olivia Blanc
Animator:
Ana Freitas
Animator:
Nuria Just
Edit & Compositing:
Guido Lambertini
Production Company:
Jelly
Owner:
Chris Page
Executive Producer:
Erika Panasci
Producer:
Kavita Daggar
Audio Post Production Company:
Butter Music and Sound
Sound Design + Mix:
Eric Hoffman
Sound Design + Mix:
Geoff Strasser of Mr. Bronx
Producer:
Renée Massé
Studio Director:
Ian Jeffreys
Studio Director:
Aaron Kotler
Executive Creative Director:
Aaron Kotler
Photographer:
Jamie Chung
Producer:
Elle Sullivan
Production:
ESW Productions
Retoucher:
The Post Office
Owner / Head Retoucher:
Rebecca Manson
Media Partner:
Carat
Art Producer:
Julia Menassa

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