My Agency’s challenge was to develop a creative vehicle and flexible graphic device for a promotion that could bring Russian Standard Vodka's premium credentials to life across every consumer touch point. ‘Meet the Russian Standard’ positioned Russian Standard as the curator of Modern Moscow’s dynamic and vibrant culture and included a competition to win 90 VIP trips to experience it first-hand. The campaign included media partnerships, sampling and merchandising in 200 top end clubs and bars, and promotional activity across all off-trade retail channels. We created and implemented the stylish graphic, based on the idea of 24 hectic hours in Moscow, across advertising, POS and brand engagement materials. Our assets were also utilised by activation partners i2i's experiential team and Bauer Media. The campaign generated over a million consumer contacts and helped Russian Standard Vodka become the UK’s number 2 selling vodka brand behind Smirnoff. The campaign was also rolled out across other global markets.