Building a Playful Brand Universe

Ketel One’s “Drink Marvellously” campaign stands out as a creative exploration of storytelling within advertising. Rather than focusing solely on the product, the brand built an entire visual universe filled with quirky characters, humor, and imagination. Inspired by the spontaneity of bar napkin doodles, the campaign introduces a world that feels both imperfect and intentionally crafted, inviting audiences into a playful and unexpected narrative.

From Simple Sketches to Global Storytelling

At the heart of the campaign is a distinctive hand-drawn style that transforms simple illustrations into a cohesive storytelling system. Hundreds of bespoke characters were created to populate this universe, each contributing to short, humorous moments brought to life through animation. The use of minimal but expressive movement allowed the campaign to communicate personality and emotion without overcomplicating the visuals, relying instead on timing, pauses, and subtle gestures.

Humor as the Core Creative Driver

What makes this campaign particularly effective is its commitment to humor. Every element, from the scripts to the animation style, is designed to deliver light, clever moments that feel natural and engaging. The humor does not overpower the brand but instead enhances it, making the content more memorable and shareable across multiple platforms, including TV, social media, and PR activations.

A Seamless 360° OOH Execution

“Drink Marvellously” evolved into a fully integrated global campaign, extending far beyond traditional formats. The visual language was adapted across billboards, buses, airports, and even unconventional formats like hot air balloons. This consistency allowed Ketel One to create a unified brand presence across different touchpoints, turning the campaign into a true 360-degree experience.

The Power of Visual Consistency in OOH

From an outdoor advertising perspective, the campaign demonstrates how a strong visual identity can scale effectively across formats and locations. The simplicity of the illustrations makes them highly adaptable, while the distinctive style ensures immediate recognition. Even in high-traffic environments, the artwork stands out, capturing attention without relying on complex messaging.