Once a defining spirit of '90s nightlife, SKYY had drifted into the background, with high brand awareness but fading affinity. To reclaim relevance, we revived the brand with "Whyy Not?"—a through-the-line campaign grounded in a refreshed brand foundation, new positioning, and vibrant visual identity.
We revived SKYY’s challenger edge through a collab with Nadia Lee Cohen, imagery shot by our in-house team, on-the-ground influencer marketing, an EDC Vegas takeover, and strategic brand partnerships that captured the attention of Gen Z. The result: a return to form, reimagined for a whole new generation.
