GREY GOOSE

grey goose

ROLE
CD

SCOPE
Social Agency of Record

YEAR
2024-2025

GREY GOOSE X MSCHF AT ART BASEL MIAMI

THE PROBLEM

Art Basel had, over the years, become an art fair with less and less room for art. Vanity, posturing and clout-chasing crowded the frame, and the people actually making the work got pushed to the edges of it. The answer wasn't louder. It was higher.

THE CONCEPT

Art Above All. A belief first, then a place.
Grey Goose and MSCHF built a secret, artists-only experience – inspired by Altius, a new ultra-premium vodka made from Alpine water – set high above the crowds and chaos of Art Basel Miami. Works from MSCHF. Live ice carving. Sets from Francis Mercier and Diplo.
No clout. No cameras. Just a glacially smooth ascent.

ACTIVATION

CAMPAIGN
ROLLOUT

The three-phase rollout included paid & organic social, celebrity & artist partnerships and PR. The campaign earned coverage across culture, fashion and art media, totaling over 100m total potential social reach and claiming #1 in share of voice over Art Basel Weekend.