• by Fern Siegel , May 30, 2024

Graphics matter.

SKYY Vodka’s latest campaign – “Embrace Every Y” – uses the extra Y to challenge the status quo.

The new creative by Small highlights the spirit’s singular style.

The work is launching first in the U.S., Canada and South Africa, backed by a marketing strategy that incorporates various digital assets: 6- and 15-second videos, stills and GIFs via OLV, paid social and search across You Tube, Hulu, Facebook and Instagram.

The brand partnered with photographer Nadia Lee Cohen and motion director Charlie Denis to produce nine different scenes, from lively outdoor parties to quiet indoor moments. In each, the audience is presented a “Y?” question.

“SKYY has always been at its most alluring when it forged its own style, so our core aim for this campaign was to embrace our individuality again. When we kicked off the work, we knew we wanted to harness some of the bold, irreverent attitude SKYY advertising was known for in the ‘90s and early 2000s,” Raul Gonzalez, managing director global, strategic marketing at Campari, told Agency Daily.

“Our partners at Small helped bring this vision to life by creating a new visual world for SKYY that is cool, real and fun.”

Born in 1992, SKYY Vodka was one of the first vodka brands to introduce a quadruple-distilled, triple-filtration process to create a smooth spirit. SKYY is part of the Campari Group, which includes Aperol, Campari, Grand Marnier and Wild Turkey. Founded in 1860, Campari is the sixth largest player worldwide in the premium spirits industry.

Luca Pannese, executive creative director of Small, added: “With this campaign, we hope to attract not just observers, but participants, fully immersed in each moment of life.”