The account group at Fathom had some research that said people were
sick of new vodka brands and all their B.S. advertising. It was decided
that Boru would be the no-B.S. brand. For a triple-distilled vodka, this
translated straight away into "clarity" and the campaign unfolded.
I started the job with John Staffen who was freelancing between C.D.
jobs and finished it with Ken Ferris. The campaign was a blast to work
on and I love writing this kind of stuff. It won a bunch of awards, got
a lot of press, and sales went up nearly 500%.