BRAND CAMPAIGN + ADVERTISING + CONTENT

All Party Not Sorry: Sazerac approached us to reposition 99 Brand to reach fickle Gen Z consumers who are becoming more choosey about alcohol.

Our insight was that these emerging consumers crave a pre smartphone party where they were free to party without regrets—or photographic evidence. We introduced our campaign line with a series of social-first ads that misdirected from pretentious party to fun in just a few seconds.

Agency \\ M Booth
VP, GM Creative Director \\ Ryan Murphy
Associate Creative Director \\ Liz Kim