Grey Goose
South Africa
Africa
2019, 2020
Grey Goose is widely considered one of the most luxurious, refined vodka’s in the world, on par with the finesse of fine wines or well-aged whiskys. In the spirit of everything Grey Goose stands for, came the concept of ‘Live Victoriously’ – to celebrate oneself as the occasion and to treat every day & every moment as special.
To bring this message to an audience that aspires to the luxury lifestyle; is passionate about achievement and loves to celebrate every moment, OML and Grey Goose partnered with some of South Africa’s most beloved and sought-after celebrities and, in a first, took their audience behind-the-scenes of the glitz & glamour of their ultra-fabulous online personas.
Comments and likes flooded in as fans showed their admiration for our creators, with thousands of mentions of the brand and usage of the hashtag #LiveVictoriously
With 3 full-length episodes and 20 total content pieces, we reached over a million South Africans in the span of just a few days.
Fans and followers really took to the messaging of this campaign, using the brand's language to connect with the creators through comments and messages.
To Live Victoriously is to celebrate yourself as the occasion. To elevate each experience and raise a glass to every moment, no matter how big or small.
Easily recognizable as some of South Africa’s most famous faces – Maps Maponyane, Kefilwe Mabote, and Chef Nti were the perfect trio to take the Grey Goose messaging to the ‘Mzansi’ public.
As long-time friends of the brand, each of these creators were well aware of the quality and caliber of the content we were requesting of them. But this time we wanted to see it all – from the hard work & dedication to the fun and the relaxation, every facet of their day-to-day life. Through the series, we discover that celebrations aren’t always about the big milestones: it is the smaller moments and the attitude to live life to the fullest, that matters.
As OML, it was our responsibility to film their lives in pristine detail and create short, snackable videos for their online audiences, all while connecting it to the Grey Goose messaging. The quality production value was a hallmark of the series – the stand-out cinematography, direction & editing gave this campaign a huge boost in popularity, with many viewers commenting specifically to ask about production.
After the overwhelmingly positive response to the series, our creators have been able to open up to their audiences with a more honest and candid approach to the luxury lifestyle – showing another side to their audience as they did in the series. The audience has supported their growth throughout the campaign and we’re seeing them really take to the message of #LiveVictoriously.
https://www.instagram.com/tv/B7-uLfGpzZo/
https://www.instagram.com/tv/B9RcHkcJ0PG/
https://www.instagram.com/tv/B7vdfQoltzx/
Previously