Hammer+Sickle |
Branding

Advertising Campaign

Challenge:
Introduce a new Russian vodka into a crowded marketplace and establish its premium pedigree.
Solution:
“Russian Reborn” is the organizing line behind the thinking of the advertising campaign that successfully launched Hammer + Sickle. The campaign displays the duality of both the new and ancient Russia, visualized as a Russian red lotus formed by Hammer + Sickle bottles and a contemporary Russian woman rising up from its center. The voiceover of the accompanying radio commercial, designed for airplay during football games, is spoken entirely in Russian other than the product name.