New Amsterdam Vodka is an American-made spirit celebrated for its smooth taste and strong value. From the very beginning, our goal was to connect millennial consumers to the brand in a way that felt authentic and culturally relevant. We saw an opportunity to amplify the "It’s Your Town" campaign, elevating it into an immersive experience that celebrated local culture, urban energy, and community pride.

We brought that vision to life through a national street art tour across eight cities: Los Angeles, Chicago, Austin, San Francisco, Denver, New York City, Seattle, and Miami. Each stop featured a local street artist who created campaign-inspired pieces, including a site-specific mural. The 360-degree program included gallery shows to highlight their work, where guests enjoyed themed cocktails and interactive digital art walls. The tour also featured influencer activations, city-specific experiences, limited-edition artist prints, a partnership with Complex magazine, and integrated media across Spotify, out-of-home, and local channels.

The results spoke for themselves. The tour generated 105 PR placements, more than 40 million local media impressions, nearly 12 million social media impressions, and roughly 100,000 engagements. More importantly, we transformed a simple concept of celebrating urban nightlife and millennial creativity into a cohesive, multi-layered campaign. Through bold murals, live activations, and participatory experiences, New Amsterdam strengthened its identity, deepened emotional connections with consumers, and created a lasting, culturally resonant brand story.