Proximo Spirits has partnered with American singer-songwriter Halsey to launch a new marketing campaign for Three Olives Vodka, in “celebration of individuality”.
Halsey will kick off the Find Otherness campaign at music festival Coachella
The campaign, named Find Otherness, launches across video and social platforms with a 30-second spot and five vignettes, featuring the stories of individuals who “embrace new perspectives”.
Halsey will kick off the campaign at music festival Coachella in Indio, California this week. The campaign will also feature a Three Olives Thrift Shop, with Halsey sharing her personal style tips, details about her upcoming album, along with dressing guests for the weekend-long festival of events.
The singer-songwriter will also share her favourite Three Olives Vodka cocktail recipes and festival style tips on social media channels.
“Find Otherness reflects the fun and quirky spirit inherent in Three Olives, and is a departure from the overly serious, nightlife imagery traditionally associated with vodka advertising,” said Erin Chin, group brand director for Three Olives Vodka.
“With more than 20 unique flavours, Three Olives continues to stand out from the vodka pack with a campaign that celebrates others like us, who appreciate the excitement that comes from embracing new perspectives.”
“The creative concept for Find Otherness boldly, but inclusively, celebrates individuality,” said Ken Matsubara, creative director at The VIA Agency, who created the campaign with Three Olives.
“For our work we chose artists who have a unique point of view on fashion, music, art and other media. They were also asked to participate based on their talent and passion, not the size of their following, because that’s how you get ideas that are both unique and universal. Three Olives isn’t only about setting trends, but also about sharing them.”
Later this summer, Three Olives will introduce two new flavours that will be accompanied by an additional online vignette profiling fine art bodypainter Johannes Stötter.
The campaign will continue throughout the year with new partnerships, events and product offerings.