Ketel One’s first campaign from Fig encourages you to ‘Drink Marvelously’
Playful animated ads broke during the Emmys
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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