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Ideas. Insights. Inspiration.

The Power of Creativity


Earlier this week, adult-beverage giant Diageo announced a deal to acquire New-York-based Davos brands for as much as $610 million; Diageo will pay $335 million upfront, with an additional $275 million possible depending on how the brands perform over the next 10 years.


You've probably never heard of Davos Brands.


But I'm willing to bet you've heard of the best-known brand in their portfolio: Aviation Gin.


According to Wikipedia, "House Spirits Distillery sold the Aviation American Gin brand to New York-based distributor Davos Brands, LLC, in 2016, but as of early 2018 it continues to be distilled in Portland, by House Spirits."


When I tweeted this news yesterday, a Creative Director friend of mine sent me a direct message that read, "We pitched Davos a couple years back. It was hilarious because they were three people in a 800 sqr foot nyc office."


But something interesting happened in February 2018: beloved actor Ryan Reynolds acquired a stake in the company and became its Creative Director.


That's when the fun started, and we got to see ads like this...

And this...

And this...

And let's not forget about his hyper-creative use of his out-of-office messages, as well as his extraordinary ab