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Creative

Grey Goose's Endless Chaise Lounge Welcomes a Summer State of Mind

Summer state of mind spot from MullenLowe LA launches the new Grey Goose cocktail

Grey Goose's Endless Chaise Lounge Welcomes a Summer State of Mind

Grey Goose is sliding into a smoother summer with their latest campaign work from MullenLowe LA. Billed under the line ‘Pour Yourself Something Smooth’, the work aims to deliver on the elusive state of mind that comes with warm weather, a clear calendar and a Grey Goose cocktail in hand.

The work builds on the brand’s visual relationship with nature as established by their recent campaign launch of Grey Goose Essences. The film takes the viewer through a peak summer moment from the perspective of a Grey Goose aficionado’s spot on an endless chaise lounge, gliding through the day as a Grey Goose cocktail comes together in his glass.

“The direction of our latest work marks a further evolution of Grey Goose’s brand world, opting for a more self-aware and sensory-oriented approach to the premium spirit’s brand communications,” said Grey Goose vice president global marketing, Martin de Dreuille.

Both film and still photography were shot by director and photographer Dean Alexander. MPC led the work of bridging the gap between the location and the endless chaise lounge, integrating the choreography of a drink made in motion with a mounted camera and plenty of dolly track. The campaign’s accompanying design work infuses the photography and social assets with the same smooth aesthetic through graphic compositions and kinetic type.

As a wink to the brand’s name and the tone of the work, the spot ends with a goose and a knowing nod.   

The work will appear in the US, UK, Australia and Canada across linear TV, OLV and social media, with a heavy presence during NBA games.


Featured Companies: Mikros MPC , soundlounge , MPC LA

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MullenLowe

Executive Creative Directors: Laura Sampedro and Carlos Alija

Creative Directors: Christ Juhas and Fabio Brigido

Senior Art Director: Mary Wuensch

Senior Copywriter: Josiah Hoeflinger

Designer: Sunny Li

Junior Designer: Sandra Seo

VP Head of Integrated Production: Kate Hildebrandt

VP, Executive Producer: Brian Smith

VP, Director of Art Production: Karen Youngs

VP, Director of Business Affairs: Davina Turnbull

Senior Business Affairs Manager: Monica Silverman

Project Manager: Chad Daniels

Managing Director: Javier Passerieu

Account Director: Abby Inman

Account Supervisor: Ana Boyadjian

Senior Account Executive: Ella Cobleigh

Production

Director: Dean Alexander

Production Company: SOIXAN7E QUIN5E

Color: MPC LA

Colorist: Dimitri Zola

Producer: Phoebe Torsilieri

EP: Meghan Lang Bice

VFX: Mikros

Finishing: MPC France

Audiohouse: Sound Lounge

Sound Designer: Marshall Grupp

Mixer: Tom Jucarone

Producer: Camila Dayson Aravena

EP: Susie Shuttleworth

Song: “Boss”

Music artist: Jike Junyi

Music representation: Marmoset

Grey Goose
President & Global Chief Marketing Officer - Grey Goose & Patron at Bacardi

Martin de Dreuille Sanecterre: Global VP of Marketing, Grey Goose at Bacardi

Emiliana Vidali: Senior Director Insights Grey Goose & Patron at Bacardi

Krystina Robinson: Global Brand Director, Grey Goose at Bacardi

Category: Alcoholic Beverages , Spirits

Genre: People