About This Project
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Client: Ciroc Vodka
Overview: Ciroc Vodka stakeholders wanted to integrate a counter-culture, fun look and feel to a new campaign for their premium vodka. Ciroc’s typical branding in the past usually evokes a chic, modern color palette along with night settings as imagery. To capture Ciroc’s theme in this campaign, a graffiti brush texture with yellow accents was selected that complimented the greyscale, cool original look of Ciroc. The main copy/wording that represented the campaign was stamped with “HOW DARE US” throughout. At the time, the wording and overall approach to the campaign was influenced by societal tension depicted on the news, mass media and other outlets.
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Problem: Presenting a carefree approach through a modern vodka brand like Ciroc can be difficult to achieve. Specifically with this Ciroc campaign, the main hurdle was to merge young adults into the established scene of chic’ that Ciroc traditionally shows. Ads with obvious visual cues such as complementary colors and contrasting greyscale make it challenging to create a message that resonates universally.
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Outcome: Ciroc Vodka took the chance to showcase a more vibrant, youthful take on counter-culture, in particular during a time of racial tension during the COVID-19 and social movement era. During this time, Ciroc stakeholders and I aimed to create a campaign for Ciroc that would ultimately instill the freedom of having fun in a wholesome manner despite the external circumstances. This campaign was not really about selling a product but more instilling a feeling and a remembrance toward fun over adversity.