Vice has made the definitive leap to the night universe with an explosive proposal: the creation of the first Burger Club. This new concept implies the inauguration of the residence of Vice on the island of Ibiza, and does so in the best club on the island El Nuevo (UNVRS). For this milestone, the brand incorporates a unique and exclusive proposal to its successful letter. These are fingers of fried chicken with caviar inspired by the recipe that viral several celebrities, such as Rihanna, there are past Christmas. In addition, to present it, the brand has launched one of its most cinematographic campaigns to date: an audiovisual work of futuristic aesthetics inspired by Men In Black.
«We are obsessed to turn crazy ideas into brutal realities. The chicken with caviar is born from a provocative gesture, a meme made dish, and we transform it into something that works gastronomically and that perfectly represents the spirit of vice: irreverent, unexpected, but always with a point of excellence. The video is a visual trip to another universe, but in the end, the message is clear: this only happens in (UNVRs) and can only pass with vice, ”said Aleix Puig, co -founder and president of Vice.
An experience that goes beyond a hamburger Vicio launches a new dish created exclusively for the world’s first vice club in the world, a space designed to accompany the incredible performances of (UNVRS) with a disruptive gastronomic proposal and with 100% vice DNA. This special edition has been tailored to Ibiza: fun, aspirational and provocative, such as the perfect complement to the most intense summer nights.
The star of this experience is the chicken fingers with caviar: marinated chicken strips, empanadas and fried, crowned with double 00 caviar and chopped chives. An explosive combination between the crunchy and the delicate, designed for those who seek daring and sophisticated flavors. Everything is presented in a limited editing packaging: a silver box with space aesthetics and separate compartments for the fakers and the caviar container. A groundbreaking, exclusive and almost collection design.
A campaign of another dimension
The launch is accompanied by a campaign that began on Monday with the announcement of collaboration in one of the main roads of the island and a provocative message, “finally a legal vice on the island.”
To this first contact, a spot in networks is added, an authentic audiovisual work of art, which mixes science fiction, humor and attitude. The video, shot as a direct tribute Men in Black, is located in the narrative universe of (UNVRS), where everything that happens
It seems to come from another planet. The announcement shows two secret agents in charge of protecting an unknown treasure: a box with the new chicken with vice caviar. In a final scene loaded with irony, the product is sealed and labeled with a warning: “Not for You. Not for Us Neither. Just for (UNVRS).”
This Claim summarizes the philosophy of the campaign: maximum exclusivity with an accomplice wink to the vice community, which understands brand humor and feels part of its universe. It is not a product for all – even for its own creators – it is an experience reserved only for the attendees of (UNVRs).
Polished aesthetics, hyperfuturist art direction and international narrative make this campaign a qualitative leap for vice in terms of brand and creative ambition.
