New marketing strategy for Russian Standard

Russian Standard Vodka is launching a global marketing strategy in collaboration with filmmaker, futurist and performance philosopher Jason Silva. The campaign is set to evolve Russian Standard’s original ‘Vodka As It Should Be’ message by guiding consumers through an “awe inspiring journey of discovery”. Having previously stated that Russian Standard sets the benchmark for “ultra-clean, smooth and delicious vodka”, the new campaign will explore how the convergence between science and nature makes this true.

The story of the brand will be told through an integrated campaign crossing television, PR and digital. The campaign includes an epic three-minute online film alongside 60-second and 30-second cinema and TV spots. The television campaign, created by My Agency and production company Great Guns, was shot over two weeks on location in the UK and St Petersburg, Russia.

The latest campaign references Russia’s greatest chemist, life-changing revolutions, rocket scientists, cutting edge technology and natural evolution as elements that, when combined, create an ultra-clean smooth and delicious tasting vodka.

Master of time-lapse and cinematography, Ron Fricke directed the on location elements of the film. Fricke has created a combination of shots in which to bring the brand’s story to life. The blend of Russian locations, Jason’s infectious passion and never-seen-before special effects made this one of the most ambitious and complicated productions that, Russian Standard says, it has ever commissioned.

Calum Macdiarmind, known for his special effects, was enlisted to produce the campaign film.

In reference to his involvement in the new Russian Standard Vodka campaign, Jason Silva commented: "I’m thrilled to be a part of a campaign that highlights the space where nature and technology become indistinguishable from one another."

My Agency's creative director Luke White said: "Jason Silva was the perfect casting for this film. The themes he talks about on his 'Shots of Awe' Youtube channel have clear parallels to the Russian Standard Vodka storyline. Jason is a great fan of the brand and has been a vital creative partner in developing the

campaign.”

18 November 2013 - Felicity Murray The Drinks Report, editor