Challenge: Position and introduce Chopin Vodka’s Unconventional Genius Awards. Communications included print, radio, distribution strategy, public relations, invitation design, guest list promotion, honoree identification & procurement, sponsorship and production of the special event
A characteristically New York blend of originality and glamour came together at Chopin Vodka's Unconventional Genius Awards at Peter White Studios. To recognize the spirit and brilliance of pioneers across many fields, Chopin Vodka raised a glass and celebrated the achievements of AvroKo (Design Firm), LesleeDart (42West), WylieDufresene(WD-50), Roger Durling (Santa Barbara Film Festival),Will Goldfarb (Room 4 Dessert), Kim Hastreiter (Paper Magazine), John Cameron Mitchell (Writer/ Actor/ Director), and Kenny Scharf (Artist). The eclectic mix of people that came from all corners of the city to fete the accomplishments of their peers were greeted with beats supplied by DJ Cat and a special performance by the legendary Rock Steady Crew. Attendees included John Cameron Mitchell, Paper’s Kim Hastreiter, artist Kenny Scharf, Santa Barbara Film Festival’s head honcho Roger Durling, chef Will Goldfarb, chef Wylie Dufresne, designers Adam Farmerie, William Harris, Kristina O’neal & Greg Bradshaw, actress Carmen Chaplin, VH1 host Jill Marshall, legendary b-boy Crazy Legs & graffiti artistJames Top, gallery owner Vanina Holasek, and many more.
Guests of the Unconventional Genius Awards were greeted with an impressive Unconventional Genius Wall featuring striking portraits of geniuses of generations present and past including Jimi Hendrix, Amelia Earhart, Audrey Hepburn, JK Rowling, Oprah Winfrey, Baryshnikov, Katharine Hepburn and John Lennon to name a few. Under their watchful gaze, ambient bars lit up the immense loft space, whose color palate of black and white split the scene into a sleek lounge atmosphere highlighted by contrasting forms and unbelievable birds-eye views of Manhattan—the perfect backdrop in which to let the honorees’talent shine. Guests enjoyed four new cocktail beverages by Chopin Vodka crafted by renowned mixologist Jerry Banks while feasting on potato-inspired hors d’oeuvres—the perfect compliment to Chopin’s potato-based vodka. True, there are many awards given out today. But this is not one of those! The Unconventional Genius Awardsrecognize uncompromising dedication to originality. Just as Frederick Chopin defined his genius through unconventional and intricate compositions, it has become increasingly harder to find unsung heroes in today's modern world. The Unconventional Genius Awardis more than a title. It is an opportunity to introduce and foster the encouragement of talent for generations to come. By presenting each with this award and establishing a charitable donation in each honoree's name to the charity of their choice, Chopin Vodka provides an opportunity for others to go their own way.
Result:Stories appeared in WWD, Oprah, Lucky Magazine, Marie Claire, Boston Herald, OK!, Elle Girl, Essence Magazine, MTV, TRL, NY Post, US Magazine, Business Week, FWD, Timeout NY, Today Showand the NY Times
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