SapientNitro
www.sapientnitro.com/

Project Title: Fly Beyond Outdoor Campaign
Client or Class Name: Grey Goose - www.sapientnitro.com/en-us.html#home

Last year, Grey Goose Vodka launched their global Fly Beyond campaign—“a celebration of those who defy expectations to achieve the extraordinary.” The campaign celebrates their founder, François Thibault, who went against the grain in the middle of French wine country to create an incredible vodka.

Our task was to make this new story relevant for Millennials.

In partnership with our client, we used outdoor placements across the country to tap into local stories of Millennial urban influence. These bespoke boards complemented a series of product-led placements that told the brand’s story of intrinsic quality—and together, they imbued the Fly Beyond story with a new level of meaning for our target.

Outside the Wynwood Walls of Miami, we told a story about the collective artists who shared a vision to transform a desolate part of town into an outdoor arts district. By the entrance of the High Line in Manhattan, we celebrated the unconventional vision which revitalized a set of otherwise abandoned train tracks.

Within view of the Hollywood Walk Of Fame, we tapped into a universal story that captures what it means to succeed against all odds in Los Angeles.

For each city, the campaign was now being expressed in a way that felt more intimate than obvious—understanding what stories in each area (and on specific city blocks) would resonate with locals and Millennials.