The Challenge Exemplify the dedicated craftsmanship behind Ketel One and increase awareness of the super-premium vodka amongst 25-34 year-old males.

The Insight A growing belief that craftsmanship has an important part to play in today’s fast-paced and increasingly ‘disposable’ consumer world.

The Idea Create the Ketel One Commission, a platform for Modern Craftsmen to restore craftsmanship to the modern world.

The Work Splendid recruited 16 modern craftsmen – ranging from illustrators, furniture makers and photographers to web designers – to participate in an exhibition and submit their ideas on how to restore craftsmanship to the modern world.

Well-known curator Ewan McEoin acted as a spokesperson for the programme and mentor for the Craftsmen involved. Splendid launched the Ketel One Commission with a gala event to nearly 300 VIPs and media followed by a 3-day exhibition for the general public. The exhibition was arranged into a series of layers to symbolise the process and stages of distilling Ketel One vodka.

A partnership with Time Out Melbourne, brokered by Splendid, created a bespoke, highly credible guide to Melbourne for the tastemakers of the city.

The Result This Melbourne-centred campaign achieved an impressive 42 pieces of coverage, with 19 key influencers driving word of mouth and increasing awareness of the Ketel One brand on Twitter.

The Ketel One Commission received an award for the Communications Campaign of the Year in the Diageo Australia Vendor Awards 2011 and is shortlisted in the Best Achievement in Design, Look or Theming category in the Australian Event Awards 2011, results will be announced on 6 October 2011.