As we delve into the year 2025, let’s take a moment to look at an iconic moment in advertising history. We’re going back to when SKYY® Vodka, the number-one selling domestic super-premium vodka in the U.S., launched its revolutionary advertising and social media campaign, “Be Part of the Art.” This campaign, which supported the release of the first-ever Moscato grape-infused vodka in the US, brought together modern hip-hop culture, eminent artistry, and innovative advertising strategies. This momentous campaign continues to influence similar initiatives in the beverage industry, making it a notable point of reference.
SKYY Infusions Moscato Grape “Be Part of the Art” Campaign
Launched a few years ago, the SKYY Infusions Moscato Grape “Be Part of the Art” campaign began with television advertising and online activations reflecting multiple facets of modern hip-hop culture and nightlife. The cutting-edge television commercial featured a collaboration between hip-hop , Theophilus London; leading music video director, Anthony Mandler; and -winning ” target=”_blank”>, Kadir Nelson. The commercial was produced by Believe Media.
The Artistry Behind the Campaign
In the visually stunning campaign, Director Mandler infused Nelson’s iconic paintings into various “Versailles meets hip-hop” art gallery scenes. On cue, Theophilus London’s original music “I Stand Alone” sparked the paintings to come to life as party-goers started an impromptu dance party while sipping delectable SKYY Infusions Moscato Grape cocktails.
The Social Media Initiative
The brand rolled out their “Be Part of the Art” social media campaign in tandem, inviting fans to contribute to a Moscato Mosaic masterpiece. Consumer photos submitted via SKYY Vodka social media channels using the hashtag #BePartoftheArt were added to a giant store-front canvas displayed in New York City. The canvas quickly evolved into a one-of-a-kind piece of artwork as thousands of photos from the world virtually filled the mural.
The Moscato Movement
“The ‘Be Part of the Art’ campaign embodies the hip-hop music culture’s evolution as it moves away from the cognac and champagne-fueled days of excess towards a broader, all-encompassing influence on the trendsetters of today and tomorrow – what some are calling the ‘Moscato Movement’,” said Umberto Luchini, Head of Marketing, Campari America.
The Campaign’s Reach
The “Be Part of the Art” campaign appeared on national cable networks, including Bravo, ESPN, E! Network, BET, Oxygen, Style and FX among others. These spots were accompanied by digital site takeovers, rich digital media, billboards, transit, and large-format wall installations in the U.S. rolling out throughout 2013. The advertising campaign was developed by Lambesis of La Jolla, CA.
Hashtags: #MusicCulture, #HipHop, #SKYYVodka, #BePartoftheArt, #MoscatoMovement
