Vitek Vodka: Bonzai

The collaboration between JayGrey and Vitek Vodka was a match made in heaven from the get-go. On one side, you have a creatively driven agency and on the other, you have a client wanting work that will cut through the category conventions.

The challenge posed to JayGrey was to create a campaign that could leverage the brand's heritage and high quality, whilst also standing out from the crowd. The "Distilled by Peasants, Drunk by Royalty" idea was the answer.

JayGrey conceptualised the campaign and has taken it through label design, TV, print, point-of-sale and radio. Digital is to follow. The first campaign is a satirical take on the company itself and it suggests that they should "stick to what they're good at", which in Vitek Vodka's case, is producing vodka.

“We love working with JayGrey. They're smart, well-organized and great partners.” said Vitek Czernuszyn, owner and director of Vitek Vodka.

"Most creative people have a well-defined creative process which can sometimes be difficult for an outsider to accommodate. However, 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."

Jay Furby, JayGrey’s creative director said: "We pride ourselves on producing quality campaigns for clients, ones that our teams look forward to working on for years to come - hard-core creative solutions that resonate with the consumer, whilst not sacrificing entertainment for efficacy. Vitek is that dream client.

"We also think that clients get the ads that they deserve. It is great that Vitek has stuck to what he's good at - buying good ads and making vodka!" he added.