Like all start-ups, KEEL Vodka had big ambitions - but a relatively small budget.
They also had a unique idea - a light spirit with all the taste of premium vodka but fewer calories and lower alcohol. So you can enjoy a tipple or two without worrying about making a spectacle of yourself in front of the boss, or at the neighborhood cookout.
KEEL had a tagline - Stay Balanced - and we saw an opportunity to build off the line with a conceptual direction focused on youth, activity and lifestyle. We brought the idea to life in a 30-second TV ad, as well as video content for the KEEL website.
The KEEL brand continues to gain traction and, equally important, distribution beyond its Newport, RI base.
In appreciation of our work, they gave us some free vodka.