Christiania Vodka: Christi Naked

With the glut of top-notch vodka brands currently flooding the market, Norwegian outfit Christiania is trying a somewhat alternate avenue of promotion that carries a steep tie-in to the arts.

With its “Christi Naked&ked

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With the glut of top-notch vodka brands currently flooding the market, Norwegian outfit Christiania is trying a somewhat alternate avenue of promotion that carries a steep tie-in to the arts.

With its “Christi Naked” competition, co-developed with the Night Agency, the vodka maker has been soliciting the global art community to dabble in impressionism and submit their individual interpretations of the “new nude,” which eventually end up on the contest’s homepage also created by Night. The winning submission, to be judged by a hallowed panel including John Varvatos, Tokion Mag EIC Kate Sennert and SVA chair Stephen Fraily, will eventually get blown up into a billboard which will be placed on West Broadway in SoHo starting post-Labor Day.

The site features almost all of the accepted pieces (350 and counting from nearly 900 submissions) from around the world, which not only includes paintings, but photography and graphics work. “I would say a large majority of them are really great,” Night executive producer Darren Paul observes. “Just having been doing this for a while on the user generated side of things, oftentimes you’ll get things that are just completely off base. We were surprised with how on-target the art actually was and then one step further, how good most of it was.”

While the deadline has passed to enter the billboard contest, Night and Christiania have no shelf life on accepting submissions for the website, which also includes a section on the philosophy of “purism,” an introduction to the judges and a link to watch the Christi Naked spot as well.

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About

Credits
Date
Aug 22, 2007
Client:
Christiania Vodka
Agency:
Night Agency
Executive Creative Director:
Scott Cohn
Agency Executive Producer:
Darren Paul
Agency Executive Producer:
Evan Vogel
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