Elit Vodka /  Fire at -18°C Case / Tony Kaye

Elit Vodka is a high quality vodka rich in both taste and clarity. The Elit experience is what most vodka drinkers are looking for but many had settled out of habit for lesser quality options. To improve market share and spark a reappraisal for the product, Elit needed to enlighten audiences on their better and more refreshing option.

Most of the category relied on a promised lifestyle to associate their product with, but in our eyes, Elit had something very real and distinct to attach itself to. As part of its production process, each batch of Elit is brought down to -18°C, or 0°F to achieve its signature flawless state in taste and texture. Instead of creating a manufactured world, they used this product truth as the anchor of our campaign, demonstrating how far Elit went to achieve perfection in every drop and what that taste felt like. In a first-of-its-kind production, we shot 30 different artists performing at -18°C in three different locations — the Arctic Circle, Talvis Russia, where Elit is produced, Jökulsárlón Glacier Diamond Beach in Iceland, and an industrial cold chamber in Downtown Los Angeles. The result was a masterful amalgamation that imbued pride into the Elit brand and gave clarity of its distinction in the vodka category.