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Industry Vodka
Media Print, Magazine & Newspaper
Market Australia
Agency Jaygrey Sydney
Copywriter Jay Furby
Released May 2012

Credits & Description

Category: Drinks, alcoholic
Brand: Vitek Vodka
Agency: JayGrey, Sydney
Country: Australia
The collaboration between JayGrey and Vitek Vodka was a match made in heaven from the get-go. On one side, you have a creatively driven agency and on the other, you have a client wanting work that will cut through the category conventions.


The challenge posed to JayGrey was to create a campaign that could leverage the brand's heritage and high quality, whilst also standing out from the crowd. The "Distilled by Peasants, Drunk by Royalty" idea was the answer.


JayGrey conceptualised the campaign and has taken it through label design, TV, print, point-of-sale and radio. Digital is to follow. The first campaign is a satirical take on the company itself and it suggests that they should "stick to what they're good at", which in Vitek Vodka's case, is producing vodka.


âWe love working with JayGrey. They're smart, well-organized and great partners.â said Vitek Czernuszyn, owner and director of Vitek Vodka.


"Most creative people have a well-defined creative process which can sometimes be difficult for an outsider to accommodate. However, JayGrey makes it their business to involve you in a continuous process of check and balance - eliminating surprises and making you feel that you're a valid part of the finished product."


Jay Furby, JayGreyâs creative director said: "We pride ourselves on producing quality campaigns for clients, ones that our teams look forward to working on for years to come - hard-core creative solutions that resonate with the consumer, whilst not sacrificing entertainment for efficacy. Vitek is that dream client.


"We also think that clients get the ads that they deserve. It is great that Vitek has stuck to what he's good at - buying good ads and making vodka!" he added.

Category: Drinks, alcoholic
Client: Vitek Vodka
Agency: JayGrey, Sydney
Country: Australia
Executive Creative Director: Jay Furby
Copywriter: Jay Furby

The Print Ad titled Vitek Vodka: Spy was done by Jaygrey Sydney advertising agency for Vitek in Australia. It was released in May 2012.