Russian Standard wanted a credible and authentic alliance with music and film. My Agency were tasked alongside PR and activation agencies to create an unrivaled brand experience to reward Russian Standard Vodka drinkers and to attract new drinkers to the brand. The 'Russian Standard Originals' programme provides consumers with access to a free world of original music and iconic film accessed via a privilege card, available on promotional bottles and at Russian Standard events. The programme was launched in May 2010 with sponsored gigs featuring bands like the Noisettes and Plan B, which were also shown on C4. In August the first Russian Standard Vodka Originals Film Festival, in collaboration with Empire Magazine, saw iconic films playing in luxury cinemas right across the country.