A viral movie of our stories that could be shared with friends via email. These are animated flash files that the user can scroll through. The user also has the ability to interact with the icons by zooming in and out. Each symbol has its own (in)appropriate sound to tickle the story along.  

The campaign began as print ads that dramatised the idea, life is more interesting when you mix it with 42 Below Vodka. The print and outdoor ads also worked to introduce the target with a new form of ‘language’ we created. We then incorporated a holistic promotional campaign that empowered consumers to use the new ‘language’ we developed to communicate with their friends. Through Bar Coasters, Fridge Magnets, Iron-On T-Shirts Decals and through the 42 Below website, consumers could use this new language to engage their friends.

The client’s goals, of increasing distribution outlets by 25% in New York City, were so exceeded they were able to sell the US Rights to 42 Below Vodka to a large liquor distributor. The client was so pleased with these results they decided to roll the campaign out internationally. Amongst the target market of urban hipsters and trendsetters, not only did 42 Below Vodka become the bottle to have on your table at trendy clubs, the new language the campaign spawned kept turning up in place after place throughout New York City.