Today, The VIA Agency, a full-service marketing, advertising and digital agency, announced the launch of a new campaign for Proximo’s Three Olives Vodka brand to reintroduce the spirit as a premium vodka for the sophisticated and discerning martini drinker. The campaign consists of a music video and three 30-second spots – the first of which, “Overhead,” will begin airing widely on 12/8.
For this campaign, VIA enlisted up-and-coming singer Masha to record a soulful, sexy cover version of Warren Zevon’s “Werewolves of London.” Masha, who has built a substantial following on YouTube and other social media platforms, rose into the spotlight for covering hits from artists such as Rihanna and Maroon 5 with her own unique spin. To launch the campaign, the music video for “Werewolves of London” was also released today and the song will be available for download on iTunes and Amazon on 12/5.
Crafted from the finest English wheat, Three Olives® Vodka has an impeccable clarity and smoothness due to quadruple distillation and triple filtration; it is best served in a tall cocktail or Martini. Leveraging Three Olives’ British heritage, the spots follow a werewolf in disguise as he traipses around London on the prowl for the finer things in life – specifically, beautiful women and sophisticated martinis.
“‘Werewolves of London” takes the typical Three Olives Vodka drinker to the extreme, creating a protagonist whose polished exterior belies the beast within,” said Greg Smith, Chief Creative Officer at The VIA Agency. “We are incredible proud of our work on this campaign, not only because we have come up with an imaginative concept, but also because we are helping increase visibility for a burgeoning artist, solidifying VIA’s commitment to promote music that inspires us.”
Industry veteran Anthony Mandler, who was supported by a team of seasoned professionals at Believe Media with big-budget, Hollywood films on their resumes, directed the spots. The campaign utilizes special effects, mood lighting and unique camera angles to create a world within a world. Throughout the music video and commercial spots, the werewolf vacillates between appearing as a dapper gentleman and as the monster he is trying to suppress.
Media activations will be managed by independent NYC media shop, Generator Media + Analytics, as part of their global relationship with Three Olives Vodka parent, Proximo Spirits.
The “Werewolves in London” campaign is a little bit naughty and a little bit nice – just the way a Three Olives Vodka martini should make you feel.
• Full Moon: YouTube URL: http://youtu.be/Y3LVGwKPkoU
• Overheard: YouTube URL: http://youtu.be/vPztdqvcWYc
• Silver: YouTube URL: http://youtu.be/UgZoxumKke8
• Music Video: YouTube URL: https://www.youtube.com/watch?v=XLlpu341PdA&feature=youtu.be