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SKYY VODKA

WEST OF EXPECTED

Creative Director: Omar Silwany
5 O'Clock / Momentum Worldwide

SKYY's tagline was strategically sound but socially stalled. West of Expected needed meaning — and a way forward. We found two paths hiding in plain sight. One platform. Two campaigns. Sold both.

#WESTOF

Concept One — Giving meaning to the Expected.

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#WHYYES

Concept Two — The double-Y as a call to action.

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THE CHALLENGE

SKYY's West of Expected campaign was strategically sound but underperforming in social. The client wanted evolution, not revolution. Our task: find the way forward without abandoning the platform.

THE INSIGHT

Two opportunities hiding in plain sight. First: the word "expected" had no meaning. West of what, exactly? Second: SKYY's double-Y was ownable equity sitting untapped. One platform. Two paths forward.

THE WORK

We pitched two social campaigns under a singular strategy. #WestOf gave meaning to "expected" — west of convention, west of routine, west of the status quo. #WhYYes used the double-Y as a call to action — a challenge to stop saying no and seize opportunity.

THE IMPACT

The client bought both concepts. The win generated enough new business for the parent company to spin off an entirely new agency. One pitch. Two ideas. A whole new shop.

© 2026 OMAR YASSER SILWANY | ALL RIGHTS RESERVED.