We raised a glass to “Local Legends” who trusted their spirit – who got out there, despite challenging times, and helped keep music alive in their hometowns. Our selected Local Legends this year were Jason Eskridge, Justin Branam, DJ Soul Sister, Justin Fedor, and Jess Garland. From music venue owners who pivoted to outdoor concerts to activists who petitioned for relief resources for musicians and venues...
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Sometimes, to appreciate a brand (or bourbon in this case) you just need to know it better. This led us to the foundation of the “Now You Know” campaign
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With bars and restaurants closed, Wild Turkey had to create innovative virtual ways for audiences to engage with the brand. While production has been challenging due to the shutdown, we produced live sessions and a full calendar of video and static content to give everyone “Bold Nights In” throughout the pandemic.
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VitaminWater was a runaway, but niche success. With big ambitions, our idea was to change its image from “health drink” to an alternative to “big soda.” To do that, we challenged people not to just try something different but to be different and celebrate it.
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Capitalizing on Hennessy’s tension between its European aristocratic heritage and its urban US energy with a new category and aspirational identity: the drink of “the urbane.”
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Light beer marketing had become so marked by its boorish and heavy-handed humor, it was the perfect time for a disruption with the entry of a “luxury light” personality.
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When luxury becomes generic, trust the artists and the provocateurs to reimagine it’s meaning.
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