Ketel One takes flight at Art Basel
The premium vodka brand Ketel One launched its new campaign earlier this year, challenging us all to ‘Drink Marvelously’.
A series of playful illustrations and animations featured in ads and billboards, all depicting the Ketel One world.
Wanting to see how they could extend the campaign to Art Basel - Miami’s annual art, music and culture festival - we challenged our teams to get in the Ketel One mindset, tasking them to go out and play by their rules - discovering new haunts and flexing their cocktail taste buds to inspire some new thinking.
Three teams went on a journey of discovery, from our different offices, in New York, London and Amsterdam, to create a host of ideas that could add an unexpected and joyful twist to the festival experience.
We wanted to offer guests a totally new (and marvellous) perspective on the event, while at the same time creating a genuine spectacle for the brand - so where better than from up in the clouds?
We worked with their team to produce a hot air balloon experience that ran as part of the three day III Points pop up music festival with artists including Grimes, A$AP Rocky, and Duke Dumont.
Alongside Ketel One cocktails, an on-site photo booth encouraged guests to capture their memories of the festival. By following @KetelOne_US on Instagram and posting their photos using #KetelInTheClouds and #sweepstakes hashtags, they were entered into a draw to win exclusive night time flights.