SKYY wanted to attract progressive Millennial customers with its latest moscato grape flavored vodka. Recognizing that this is a more experience-driven audience, we created a campaign emphasizing active social media participation.
Springing off of SKYY's national television spot where a painting of a house party comes to life, we set out to create a gigantic crowd-sourced mosaic of the painting comprised entirely of fan pics. Using #BePartOfTheArt, fan Instagrams, Twitter pics, and uploads would be added to an ever-growing mosaic housed in a SoHo storefront. Fans who couldn't make it to New York could follow along on the progress online, where they could zoom in on the pics, find their own contributions, and share the fun with friends.
The participation was astounding.
Creative Direction: Terrence Morash
Art Direction: WaiMay Cheng
Design: Lauren Defranza
Copy: Paige Zangoglia
Producer: Jeff Kemp