Rather than follow marketing conventions, the client decided to create a campaign that was likely to get more attention for the brand because it was UN-branded.As a result, specific decisions were made: - Make sculptural art in the real world – not advertising;- Make online art films – not commercials;- Don’t use a brand spokesperson - use unbranded people who don’t talk.Essentially, guys in white anti-impurity suits symbolic of the purity of the vodka;- Don’t pay for media – let the art create its own;- And finally, allow PR and design/creative blogs to spread the word online as to who was behind this campaign.

Essentially, this allowed the target audience to complete the branding.Whenever the work was discussed, the audience mentioned who the campaign was for, meaning the work itself didn’t require overt branding.

Consumer awareness of the brand and its philosophy spread online via hundreds of creative websites and blogs. The films were viewed over 50,000 times on Vimeo alone. Each artwork was mentioned on national TV news both in Australia and in New Zealand. Sales in the first six months of the campaign grew beyond client targets. The campaign continues to grow in stature with new artworks being created, locally and internationally.