Brown Forman’s middle-market vodka brand. In its biggest market, Poland, it is a social drink commonly drunk straight.
While the majority of vodkas are marketed as premium products like fashion and luxury accessories with the focus on purity, we decided not to try and be something we’re not. Instead we embraced Maximus’ masculine name and championed manliness, with an ironic tone of voice calling out for all men to rise and conquer.
Maximus. Vodka for Men.
For the posters we got legendary pulp novel artist Mort Kunstler out of retirement making his first ad campaign since 1983.
Media: Outdoor Posters, Retail Posters, On Premise and Website
Markets: Global (with Poland as the key market).
Agency: Wieden+Kennedy, London
Role: Creative Director