Larceny Bourbon
“Seize Tonight”
With a new brand strategy rooted in the ethos of “Good Mischief,” Larceny Bourbon sought to attract new-to-the-category drinkers and spark excitement among existing fans. My team was tasked with putting Larceny back on the map with a new :30 brand spot and 360 campaign designed to appeal to “Reasonably Rebellious” drinkers (A25-34). I provided copywriting and creative direction through all stages of concepting and production.
01
Reinforce a clear
brand identity
02
Capitalize on new
label & packaging
03
Drive brand
awareness & growth
Results
57M impressions across CTV/OTT, OLV, and paid social
171% increase in search volume
“Seize Tonight” :30 Brand Spot
Seize Tonight is Larceny’s ownable twist on “carpe diem,” functioning as a powerful call-to-action that embraces spontaneity and throws caution to the wind. We brought the spirit of good mischief to life through a mix of reportage and studio photography, featuring subjects whose styling doesn’t always “match” their environment and inviting consumers to image how they got there.
The brand tone-of-voice is similarly mischievous and provocative, reminding consumers that a little risk can lead to big rewards.
Credits
Client: Larceny Bourbon
Agency: Method1
Video Production: Truth Bullet Films
Photography: Moriah Sawtell