SKYY Vodka is rolling out a new marketing campaign, West of Expected, that «rethinks and upgrades the perfect». The new effort, developed by San Francisco-based agency Venables Bell & Partners, is centered around the idea that nightlife conventions should be rethought with a fresh and bold voice. Transformation and challenging conventions is in the brand’s DNA, but with this SKYY always tries to avoid boring, mentoring approaches—these two distinctive features are reflected in the new effort.