As a habitual sponsor of film festivals including Sundance and the Toronto Film Festival, Grey Goose has had a long history in Hollywood. With ‘Off Script,’ Grey Goose sought to strengthen its cultural relevance through great entertainment powered by social media.

The primary goal was to marry Grey Goose with a celebration of iconic film moments through the eyes of the actors who created them. The objective of the partnership was to adopt a new model that rejected interruptive branded content, and instead prioritized creating content that was first and foremost entertaining. The secondary goal was to create a breakthrough, entertainment format that tapped the world’s love of game changing film.

Our creative solution was ‘Off Script’ - a Grey Goose original production that celebrates game-changing film. ‘Off Script’ starred Jamie Foxx and featured some of Hollywood’s biggest stars talking about the iconic moments in film that shaped them and their careers. Set in a custom built trailer featuring high end design consistent with Grey Goose’s luxe brand and color scheme, ‘Off Script’ championed the films and filmmakers that reimagine the rules. The 9-part, one-on-one interview series included candid conversations with Foxx and his guests including Chadwick Boseman, Melissa McCarthy, Dwayne Johnson, Denzel Washington, and more. The show not only gave viewers a glimpse into the stars’ personal lives, but also what it takes to make it big in film.

‘Off Script’ took a world renowned and respected A-list host and paired them with iconic leading actors, in our very own ‘Off Script’ on set star trailer.

As part of a strategic interrogation of the brand, we identified film as the perfect territory for Grey Goose to lead and innovate in. The solution was to create pioneering entertainment, to drive a disproportionate return on investment - distributed via a robust paid, owned, and earned ecosystem. The result was an engaging, whitelabel IP series, which remains owned by Grey Goose.

‘Off Script’ was developed by the team in charge of creative development and culture at Grey Goose. The brand partnered with us to leverage its Hollywood-quality production studio coupled with its ability to distribute the series via Thrillist. The result was an engaging, whitelabel IP series, which remains owned by Grey Goose.

We also only had eight days to film all nine interviews, so booking huge celebrity talent in a short time frame was a major challenge. We took advantage of stars in LA for summer junket season to grab them all at once. The schedule created its own challenges, so we took the ‘Off Script’ Winnebago on the road to meet them at their location. For example, Melissa McCarthy appeared on “The James Corden Show” earlier that day, so we parked the Grey Goose-branded ‘Off Script’ Winnebago on the lot for an evening shoot.

With over 50M video views (and counting), 300 earned media stories reaching over 2B press impressions, 500M potential social impressions yielding 100M actual, and 252K followers on Thrillist’s new Facebook Watch showpage, the ‘Off Script’ campaign increased Grey Goose’s brand awareness, while also driving positive brand perception. Feature length press interviews with Foxx via top national outlets like ABC’s “Good Morning America” also successfully positioned Grey Goose as a true creative agent within the film industry, rather than a traditional brand sponsor. The direct correlation of an increase in positive sentiment towards Grey Goose due to the strong associations from the show, point to the program’s success.

Grey Goose produced the first-ever branded entertainment series to premiere on Facebook Watch. Part interview, part inspiring film discussion, and part skit, ‘Off Script’s’ enthusiasm for the power of Hollywood films was not only entertaining, but infectious.