Alberta Distillers: Banff Ice Vodka

Since its successful launch five years ago, Banff Ice has performed well. However, a real opportunity existed to take the brand to the next level. To do that, a personality and positioning needed to be established.
  Research revealed that the brand appealed to a young (19-30), mostly male target - the kind of guy who is adventurous and loves life. We needed to create a campaign that would connect with this audience, and reposition the brand using the imagery of Banff itself - not the touristy Banff of today, but the adventuresome, daredevil Banff of the 1920s and 1930s. In the ads, which celebrate the "smooth vodka from a rough place," elegant visuals paying homage to CP posters of the '30s are paired with cheeky headlines aimed at the outdoorsy, "real guy" target market.

| Gold: Palmer Jarvis DDB | Silver: Ammirati Puris Lintas | Bronze: Young & Rubicam |
| Finalists: BBDO Canada   Gee, Jeffery & Partners   Holmes & Lee   Ogilvy & Mather   TAXI Advertising & Design |
| Judges: Creative   Strategic |

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