Skyy Vodka, launches 'Proudly American,' a new integrated marketing campaign that celebrates the spirit of today’s bold, optimistic Americans. 'Proudly American' recognizes the evolution of American values and champions a generation whose voice has helped reshape our country today. The campaign captures Skyy’s progressive and innovative origins and will debut in a series of phased programs featuring influencers from all walks of life, kicking off with out-and-proud Olympian Gus Kenworthy and RuPaul’s Drag Race favorites Trixie Mattel and Dusty Ray Bottoms.
Proudly American explores the values - and expressions of those values - on which America was founded, and what those mean to today’s optimistic citizens. The campaign juxtaposes famous phrases from American history, such as 'Home of the Brave,' with powerful, vivid imagery featuring people who shine brightly in the face of adversity, celebrate diversity, and are proud to inspire today’s articulation of being American.
Starting with Skyy's Pride month executions, the 'Home of the Brave' ads highlight that America is not just a place, it's a people, and we each have our journey illustrating how diversity is the fuel for progress. The campaign will feature singer-songwriters and celebrity drag personalities Trixie Mattel and Dusty Ray Bottoms; US freeskier and silver medal Olympian Gus Kenworthy; activist Mark Bustos; and others to be announced. Each person featured has their own unique story of their diverse America and how being brave enough to have their voice heard resulted in making a difference.
The integrated campaign will roll out in phases throughout 2018 and will include out-of-home, digital, social media, PR and event activations. A full social media campaign will support Proudly American and connect those who are proud in their daily lives to share their stories and show their bold, optimistic America of today.
Creative Agency Partners: We Are Swell, VML and influencer partner Paper Entertainment