The world of super premium vodka was all extravagance, faux artisanal backstories, and a supposedly aspirational lifestyle. But none of it felt like where you’d actually want to be.

We saw an opportunity for Ketel One to stand out and defy category conventions by creating our own, more inviting world that looks and feels totally different. A place where you can sit back, grab a cocktail, and “Drink Marvelously.”

Using simple black and white illustrations, we transported people to a more delightful reality, to show people what it means to “Drink Marvelously.” In this case, a place where you can raise a glass to a good friend. Except in our world, that good friend is the sun itself.

This billboard is larger. It ran over two boards, 20’x60 and 24’x26’.