W+K London Presents Maximus ‘Rise and Conquer’

W+K London’s first campaign for Brown - Forman’s Maximus Vodka looks to inspire today’s generation of 20-something young men to feel empowered to be manly and take on the world. Maximus Vodka embodies the qualities which make men, men and will be repositioned as a celebratory toast for all young aspiring men who dare to reclaim their manliness back. 

 

 

The work feeds off the worldwide acknowledged problem that across the globe there’s a generation of young men inheriting a world of economic worry and doubt. It’s difficult for them to remain confident or upbeat and this is having a direct effect on their most precious gift, their manliness. The work was designed so that whenever a young man sees a piece of Maximus communication, wherever it might be; he should feel empowered to harness his manly qualities within.

 

 

On-trade, in-store and out of home launched in the brand’s home market of Poland and will roll out across other parts of Europe later this year.

 

American artist Mort Kunstler, who is famous for dramatic interpretations of American historical events, has been working with Wieden + Kennedy to capture the essence and tone of the brand through evocative and inspirational illustrations of manly acts.

 

 

Wieden + Kennedy’s Executive Creative Director Tony Davidson, says “The campaign works off the premise that with global manliness in decline, Maximus is the vodka that champions real men. We aim to encourage all forms of manliness and usher in a new golden age of masculinity.”

Brown-Forman’s Mauricio Vegaro says “In a world where manliness is being jeopardized, we are thrilled to release vodka created specifically for men with the hope that it will encourage them to reclaim their manlihood.” 

 

Credits:

 

CLIENT

Mauricio Vergara: Global Marketing Director for Vodkas

Alexander Sneen: Associate Marketing Director for Vodkas

 

W+K

Tony Davidson: Executive Creative Director

Ben Shaffery & Max Batten: Creative team

Paulo Salomao: Group Account Director

Manuel Albaladejo: Account Manager

Kevin Chesters: Head of Strategy

Tobias Horrocks: Producer

 

ILLUSTRATION

Mort Kunstler