Cultural / Context information for the jury

Seagram Myanmar aimed to solidify the brand Imperial Blue as the go-to whisky for mixed drinks to boost sales and improve brand recognition While the older generation in Myanmar drinks whisky neat or with water, the younger generation is more favorable to trying their whisky with a variety of mixers. So far, no brand has catered to this need of the younger audience, which gave us a unique opportunity to target and underrepresented market. Unlike other regional markets, the highball recipe had yet to be owned by any brand specifically – this was the opportunity for Seagram to promote a new mix that uses Imperial Blue as the whisky of choice.

Tell the jury about the art direction.

Targeting young adults – the main market for Imperial Blue – we developed an art style that excited the market with vivid colors, neon lighting, and clever character creation. By choosing a grungy, strong brush stroke we aimed to reflect the adventurous spirit of the brand’s loyal audience. Moving away from traditional masculine visuals, our approach brought a young and inclusive message to the market. KOLs were used to create characters that represented each of the ingredients – Whisky, Soda, Ice and Lime – characters that are relatable to any friendship group. Integrating bright neon blue and yellow hues and dynamic illustration, our art direction focused on giving the campaign a new energy that could be utilized across a wide range of collaterals and digital executions. As a continuous campaign with the slogan “Step up your whisky game” our art style was designed to be adaptable, flexible and continuously creative.