Yess we can
In 2017, Australia faced a national vote on the issue of same-sex marriage.
The country was gripped by debate and - though they were in the minority - the No camp was vocal. So SKY Vodka - a vocal advocate for equality - said YESS.
Marriage equality?
SKYY turned ring pulls, into engagement ring pulls
We re-designed SKYY Vodka’s Soda & Lime packaging to stand as a symbol of support and turned our ring pulls, into engagement ring pulls. An opportunity to drive positive action for equality, and perhaps inspire a few marriage proposals.
Campaign Overview
In bar innovation
We even created a 'smart glass' that donated money to marriage equality charities, every time people clinked their drinks.
Social
On social, we even encouraged our biggest corporate rival, Absolut Vodka, to post for marriage equality.
Press & Recognition
Cannes PR lions - shortlist
Cannes Design lions - shortlist
AWARD awards packaging - Bronze pencil
“Sky Vodka and Absolut are competitors on the bartender's shelf, but today, the brands have come together to support same-sex marriage.” - Ad Age Creativity Editor’s Pick
SKYY Vodka Teams With Direct Competitor Absolut in This Brilliant Stance on Same-Sex Marriage - Ad Forum
Impact
International coverage
27.5 million local impressions
$555K in local earned media
Credits
Agency - TBWA \ Eleven Sydney
Brand - Campari, SKYY Vodka
Digital Experience - Media Monks Singapore
Production - BOLT