The excitement of creating a carpe diem ad can never be overstated. The fun of being a spectator or participant in one can never be dulled.

Agency, Not Perfect Lithuania, has seized the moment that Eligijus Masiulis, the former transportation and communications minister of Lithuania was sent to jail for taking a bribe of EUR 90,000 from an influential business conglomerate in 2016.

The money was found hidden in a vodka box, but Masiulis claimed it was a loan by coming up with a handwritten contract.

The trial concluded on October 22, 2023. 72 hours later, Not Perfect Lithuania had helped Pakruojis Manor Distillery to release a special bottle of vodka called Paskoline [Loan Bitter in English].

The bottle came in a specially designed box with a unique cut-out window that made it look like a prison cell. The box was big enough to accommodate EUR 90,000 and came with a loan agreement in case the police showed up.

To promote Paskoline in Lithuania where alcohol advertising is banned, the agency recreated the crime scene. Limited edition bottles were handed to influencers in the car model Masiulis was caught in. The videos quickly went viral on social media.

The product concept, packaging design, on-ground activation and social media caught the nation’s attention and all 2,000 commemorative bottles of Paskoline sold out on the very first day of the product launch. The idea was so successful that Pakruojis Manor Distillery included Paskoline in its regular product line.

Credits
Client: Pakruojis Manor Distillery
Managing Director: Šarūnas Karalius

Agency: Not Perfect Lithuania
Chief Strategy Planner: Paulius Senuta
Executive Creative Director: Rokas Eltermanas
Creative Director: Marius Lukosius
Art Director: Viktorija Rumiancevaitė
Designer: Jekaterina Lukanina
Creative Consultant: Ted Lim