new amsterdam vodka - it's your town
[This won 1st Place in a Tongal copywriting competition.]
I hate the term Millennial.
Labels can be frustrating.
What is a millennial? Is it an age group or a state of mind?
Millennial-hood is about taking ownership of whatever you do, about living in the now and having no regrets- about not being afraid to claim it.
New Amsterdam’s "It’s Your Town" campaign mixes a cocktail of ownership, zeal, courage, fun and responsibility.
Sure, millennials work the 9-to-5; yes, we have bills to pay and responsibilities just like everyone else, but we don’t just sit around when the work is done. We take chances and explore! This is the here; this is the now.
Night. A party of Twenty-Somethings arrive at a huge warehouse. Beneath the locked door, lights flicker and muffled music pounds, just out of reach. The group jiggles and tugs at the door, but it won't budge.
One of the group steps forward, and shows the others an old-fashioned key. He winks at the group knowingly; he presses the key into the lock, and with a click, the massive door rolls open. Inside, the mother of all parties rages.
The guy with the key grins— he is THE GATEKEEPER, and he holds the keys.
Night. A masquerade ball. Gowns shimmer; tuxedos are sleekly black, yet the guests looks bored, listless, a bit stiff. Suddenly, a young man wearing a mask bursts into the affair, followed by a stream of smartly dressed millennials. Their attire is casual, cool, and much less formal than the other attendees’.
The man leads them through the dense and stuffy crowd. He pulls off his mask and throws it high. Explosively, all at the party pull off their own masks and throw them high into the air.
The party erupts in celebration. HE has arrived; now the party can really begin; he is THE LIFE OF THE PARTY.
Evening. A group of Twenty-Somethings gathers in the street. A young woman takes a city map from her pocket. There are circles drawn on the map; routes between circles are highlighted.
Carefully, she places her finger on one of the hot-spots. Instantaneously, the entire group is transported to a fabulous and trendy bar. The joyful group dances, laughs and socializes.
The same gal points to another circle on the map. BAM! Now the whole group is at a rocking house party. She winks at us. This group doesn’t miss out on anything, because she is the THE MAP-MAKER and she knows the way.
Afternoon. A mysterious, attractive millennial guy travels from place to place: restaurants, a library, a park, a theater.
Everywhere he goes, he whispers into someone’s ear. Each person that he whispers to smiles in response. Later, at a loud, hip club, this same guy walks through the crowd, smiling at and recognizing everyone. All the people who are having an amazing time at the club are the people to whom he had whispered throughout the day.
He knows who to invite, what music to play, and, of course, what to serve. He is THE PARTY PLANNER and he knows how to party.