Via Lambesis of La Jolla, CA, he TV and social media campaign will support new “SKYY Infusions Moscato Grape,” the first-ever Moscato grape infused vodka available in the US. The effort began 5/20 and features modern hip-hop culture and nightlife. The TV spot is a collaboration between hip-hop artist, Theophilus London; leading music video director, Anthony Mandler (who previously directed 16 of Rihanna’s career-making videos, as well as Jay-Z’s “Run This Town,” The Killer’s “When You Were Young,” and numerous commercials for brands including Nike, Samsung and Motorola); and award-winning artist Kadir Nelson.
“Be Part of the Art” appears on Bravo, ESPN, E! Network, BET, Oxygen, Style and FX, among others. These spots will be accompanied by digital site takeovers, rich digital media, billboards, transit, and large-format wall installations in the U.S. rolling out throughout the year.
The brand rolls out the social media campaign in tandem, inviting fans to contribute to a Moscato Mosaic masterpiece. Consumer photos submitted via SKYY Vodka social media channels using the hashtag #BePartoftheArt will be added to a giant store-front canvas displayed in New York City. The canvas will quickly evolve into a one-of-a-kind piece of artwork as thousands of photos from around the world virtually fill the mural. The “BePartoftheArt” mosaic will also be featured on the brand’s Facebook page (www.facebook.com/skyyvodka).