When “luxury culture” becomes the norm, it’s time to overthrow the order. So when Belvedere, the first luxury vodka in the US, was replaced by Grey Goose on the tables of celebrities and the hedge fund set, we repositioned the brand by collaborating with the creative downtown class to produce works of genuine originality and incomparable experiences, driving a new brand culture as “Luxury reborn.” Our collaborations included the successful launch of “Belvedere 1X,” in collaboration with famed Parisian graffiti artist André, and a multichannel campaign and experiences to launch Macerated, in partnership with musician Estelle and luxury accessory designer Jonathan Kelsey. Ultimately, Belvedere regained its position as the choice of the discerning downtown class. No doubt the hedge fund set will soon catch on.
Secret had a new tagline—All Strength, No Sweat—and needed help showing the world they owned it while making a cultural impact at the same time.
As a swimwear start-up with a bold vision of inclusive beauty, but little money, Chromat motivated us to confront the clichés of beauty with an uncompromising new set of “Pool Rules.”
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.
Everyone talks about wellness but for some reason, it’s not part of the conversation surrounding periods. We changed this with Kali’s new “Bring Wellness Full Cycle” campaign.