Belvedere: It's Okay To Be Fancy

Losing market share to Grey Goose, Ketel One, and Absolut, Belvedere needed a way to convince vodka drinkers to splurge on a more expensive, yet less top-of-mind vodka. 

We tapped into a simple human truth - everybody has a little fancy in them. So, at a time when practical, economical living is held in such high regard, we celebrated unabashed extravagance, giving others permission to do the same.

IT'S OKAY TO BE FANCY.

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Agency: 72andSunny
ECD: John Boiler 
CSO: Matt Jarvis
Creative Directors: Mick DiMaria & Justin Hooper
 Strategy: Matt Johnson & Rachel Hom
 Art Directors: Sarah Herron &  Allison Hayes
 Writer: Rebecca Ullman
 Business Development: Rebekah Jefferis & Jenny Jones