Dead As We Know It NY teams with The Colony to create ‘The Ballad of Hanger One’ for vodka debut
New York ad agency, Dead As We Know It, working with Australian/New York production company The Colony – led by Kiwi expat director Maria Ines Manchego – has released “The Ballad of Hangar One”, crafting a new American folk song, and realizing it as a full-length music video, to launch Hangar One Vodka’s new ad campaign.
The song and video tell the, mostly, true story of the brand, all shot on location, in and around Alameda, CA, following the journey of the distillery’s founder, ending in the actual aircraft hangar where their vodka is still being made.
The three minute music video is also online, on HangarOne.com, so folks, anywhere in the world, at anytime, can gather ’round, pull-up a glass of fresh vodka, and hear the tale unfold.
The Hangar One Vodka story is a classic American folk tale: young immigrant, inspired by our country’s natural resources, uses old world know-how to become the “Father of American Craft Distilling.” A timeless yarn and a beloved product that, literally, stems from our nation’s earth.
How could Hangar One Vodka NOT have its own folk song?
To resolve this musical deficit, folk song and music video was conceived and penned by Dead As We Know It, spinning the tale into lyrics, in the classic style of story-telling ballads.
To fully realize this vision, the agency aligned with NY agency production firm, Bullet, who pulled together an enthusiastic and collaborative team, including: country singer, Orville Davis, on vocal track, as well as on-screen performance, directorial and post, by The Colony, and music from Human Worldwide. Together, as folk music has always been made, the group’s voices all came together for one common love.
The campaign also includes: print ads, running in the New Yorker, as well as an interactive website: www.HangarOne.com/main.html where you can explore the entire Hangar One world, via hand-made folk art, composed almost completely of one continuous line, depicting the vodka’s farm-to-glass philosophy.
A limited-edition 45 of the song will be pressed on vinyl. An MP3 of the song will be available for free download on the site.
Creative Director: Mikal Reich
Art Director: Charmaine Choi
Copywriter: Ella Wilson, Mikal Reich
Production Company: The Colony
Director: The Colony
Editorial Company: The Colony
Music: Human
Post Production: The Colony
Performer: Orville Davis
Executive Producer Shoot: Andrea Leminske