42 Below Vodka: Chairs
42 Below Vodka needed to establish itself as an innovative, artistic, and premium brand in a competitive market. The client wanted to engage a sophisticated audience who appreciated unique design and creativity. The Glue Society was tasked with developing a campaign that would generate buzz and showcase the brand's distinctive spirit by transforming everyday objects into unexpected art, elevating brand perception and driving conversation.
Creative Idea
42 Below transformed ordinary chairs into unique art installations.
Below Vodka transformed ordinary chairs into unique art pieces to showcase their brand's creativity and artistic spirit. By collaborating with artists to reimagine chairs as canvases, the campaign turned furniture into unexpected art installations that grabbed attention and highlighted the vodka brand's innovative approach.
Creative Strategy Deconstructed
Company
42 Below is a New Zealand brand built on an irreverent, boundary-pushing personality that favors artistic experimentation over traditional corporate polish. They possessed the creative audacity to collaborate with avant-garde directors like The Glue Society to transform physical space.
Category
Premium vodka marketing typically relies on sleek bottle aesthetics, sterile nightlife imagery, and repetitive claims of purity. The category rarely engages with the physical world through abstract art or functional object redesign, usually sticking to high-gloss lifestyle photography.
Customer
The target audience sought brands that acted as cultural curators rather than just product manufacturers. They craved intellectual stimulation and creative inspiration, valuing brands that contributed something unique to the artistic landscape instead of just adding to the advertising noise.
Culture
The mid-2000s saw a rise in 'art-as-advertising' and a growing fascination with bespoke, designer-maker culture. There was a shift where consumers began to value unique, non-commercial experiences and physical installations over traditional mass-media commercials.
Company
42 Below is a New Zealand brand built on an irreverent, boundary-pushing personality that favors artistic experimentation over traditional corporate polish. They possessed the creative audacity to collaborate with avant-garde directors like The Glue Society to transform physical space.
Category
Premium vodka marketing typically relies on sleek bottle aesthetics, sterile nightlife imagery, and repetitive claims of purity. The category rarely engages with the physical world through abstract art or functional object redesign, usually sticking to high-gloss lifestyle photography.
Strategy:
Elevate everyday objects into high-art installations to establish the brand as a curator of avant-garde creative culture.
Customer
The target audience sought brands that acted as cultural curators rather than just product manufacturers. They craved intellectual stimulation and creative inspiration, valuing brands that contributed something unique to the artistic landscape instead of just adding to the advertising noise.
Culture
The mid-2000s saw a rise in 'art-as-advertising' and a growing fascination with bespoke, designer-maker culture. There was a shift where consumers began to value unique, non-commercial experiences and physical installations over traditional mass-media commercials.
Strategy:
Elevate everyday objects into high-art installations to establish the brand as a curator of avant-garde creative culture.
Strategy Technique
Shift the Context
The campaign shifted the brand's context from typical beverage marketing to the art world. This elevated 42 Below's perception as innovative and artistic, appealing to a sophisticated audience.
Explore Technique
Creative Technique
Use Art
The brand collaborated with artists to transform ordinary chairs into unique art installations. This showcased 42 Below's innovative spirit by literally using art as a medium for brand expression.
Explore Technique
