42 Below And Saatchis A Winning Team

42 Below And Saatchis Are No Pussies
When It Comes To Winning Awards

42 Below campaign nets Saatchi & Saatchi an illustrious Grand Clio award

AUCKLAND, 15 May 2007 – A cheeky campaign has seen 42 Below’s US advertising agency take home one of the ad world’s most prestigious awards – a Grand Clio at the annual international Clio Festival in Miami.

The 42 Below Stories campaign was developed by Saatchi & Saatchi New York, and uses black and white icons to tell stories of the fun and mischief that can happen when you mix a little 42 Below Vodka into your life. The Stories campaign has already won two Gold Lions at the Cannes Advertising Festival, the Grand Prize in Print at the London International Awards and two Gold Statues at the International ANDY Awards, among others.

42 BELOW New Zealand marketing strumpet Angela Barnett worked with Saatchi creatives and globe-trotting suit Aimee McCammon (also a Kiwi) on the humorous and intelligent stories.

42 Below Chief Vodka Bloke Geoff Ross says, "Story telling at its best is always the most entertaining art form, and the Saatchis campaign is a great example of this – it’s very much a 42 Below way of doing so.”

The latest campaign from Saatchis and 42 Below debuts in New Zealand this month. With more cryptic references to God, cocks, pussies and the White House, the 42 Below Crossroads campaign is bound to raise a few eyebrows.

Geoff Ross says, “The Crossroads stories incorporate choices that reflect the dilemmas people wrestle with on a nightly basis. Such as, when is the best time to call it a night? Should I drink before or after I go out on the pull? Would the US government benefit from a bit of 42 Below in the House? (Most certainly.)”

42 Below has often attracted attention for its ‘out there’ media campaigns. Geoff says, “We don't court controversy – we aim to get a reaction. In this day and age where communication tends to be placid, we tend to say whatever is being said on the street.”

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