Back for a second year and considered to be the brand’s Gold Standard for partnerships, E! and Stella Artois evolved the creative to a whole new level. Fans are invited to be a part of the journey as Marchesa designers, Keren Craig and Georgina Chapman, and their muse, Olivia Culpo, create a stunning Oscars dress inspired by Stella Artois' "Buy a Lady a Drink" campaign with Water.org. Through custom-shot content, E! created an engaging campaign across all platforms to highlight the creative journey from the Stella chalice to the Oscar gown, and encouraged viewers to take part in this very important social initiative.
Hosted by pro surfer Anastasia Ashley, Don Q Rum and Esquire Network hit the beaches of Puerto Rico to explore the distillery's commitment to sustainability and environmentally responsible practices--all with a little splash of Happy Hour fun! On-air vignettes were complimented by a long-form digital series.
VH1’s Love & Hip Hop, though a ratings champ on Monday nights, has traditionally been a tough show to sell to advertisers due to the reality show's controversial issues and characters. I finally cracked the code by exploring a more sophisticated, elegant route and thematically going celebratory versus playing up the often-times gritty realness of the show. A clip-based partnership was not going to fly for most advertisers, and the liquor category seemed like the more adult, perfect fit! And what’s more adult than juicy love triangles, and single ladies shaking things up and serving it real? This fun and sexy copy and shooting style, shot akin to Fiona Apple’s music video for “Criminal,” resonated with the type of young consumer desired by Disoranno.