Problem How does a well-known vodka brand position itself as a relevant holiday purchase? Solution Develop a campaign that creates consistency across several OOH formats to promote the ugly sweater theme of the product throughout the holiday season. Background The holiday season is seen as a time to enjoy the company of family and friends, a season for giving and enjoying an adult beverage or two with the most important people in your life. Skyy wanted to stand out from the rest of the holiday clutter and connect with consumers by surrounding themselves in the most holiday-centric persona. The ugly holiday sweater has become a cultural phenomenon in recent years and an integral element of the holiday season. Opportunities: • Expand the use of non-traditional and “surprise

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