JayGrey uses parkour and bonsai 'fails' to promote vodka

The client wanted to honor the brand's heritage and high quality, whilst also standing out from the crowd. The strapline, 'Distilled by peasants, drunk by royalty” is the answer JayGrey devised. 

The campaign carries through label design, TV, print, point-of-sale and radio, with digital to follow. The first elements focus on the company 'employees' who should stick to producing vodka. 

Vitek Czernuszyn, owner and director of Vitek Vodka praised JayGrey's collaborative method. "Most creative people have a well-defined creative process which can sometimes be difficult for an outsider to accommodate," he said. "JayGrey makes it their business to involve you in a continuous process of check and balance, eliminating surprises and making you feel that you're a valid part of the finished product." 

JayGrey also handles Sensodyne, Panadol, the Hong Kong Tourism Board, Ribena, Bayer, 4 Pines and Alibi Bourbon.