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A Night to Remember

MSA client Brother International Corporation challenged the agency to produce an event commemorating the company’s 50th Anniversary in the U.S. The challenge was simple: “We want a party that people will never forget!”

We want a party that people will never forget!

MSA began by engaging in an exhaustive site selection process. The potential venues were narrowed down to 3 and upon the agency’s recommendation, the client chose New York City’s Capitale. Housed in a former 1800s bank building, Capitale’s soaring ceilings and enormous gold and marble detailed ballroom was the palette upon which MSA would create this masterpiece.

MSA Advertising & Public Relations - Brother 50th Anniversary The speeches and presentations were done during the cocktail hour so once the doors to the grand ballroom were open, it would be nothing but fun. We selected an extensive menu and oversaw the design of gigantic floral centerpieces. Our team produced every detail, from the displays of vintage Brother products to the custom gift bags.

Since Brother was celebrating it’s founding in the 1950s, we thought it only fitting to book The Marvellettes, The Coasters and The Drifters to entertain. When one of these groups weren’t dazzling the crowd with great nostalgic songs, the wildly entertaining troupe “Anti-Gravity” was captivating the room. These artistic performers literally dropped from the ceiling entwined in sheer fabric, leapt onto the stage in “Anti-Gravity boots” and performed amazing acrobatics throughout the night.

I’ve been to lots of these events but have never seen anything like this.

The evening ended in a mesmerizing finale that included all three vocal groups singing “This Magic Moment” as the Anti-Gravity acrobats swirled above the tables and huge gold balloons emblazoned with the Brother logo fell from the sky!

So was it a party people will never forget? Ask the president of one of Brother’s biggest customers who said, “I’ve been to lots of these events but have never seen anything like this.”

MSA Behind Bars

MSA has a long and storied history of positioning wine and spirits brands in the marketplace. While we’ve certainly done our share of trade and consumer print campaigns for brands such as Smirnoff Vodka, J&B Scotch and Nocello Walnut Liqueur, MSA is best known for our unique promotions. Whether it was the Goldschlager Blimp flying from market to market hosting landing parties with top radio stations, or the life-size Baileys Irish Cream coffee cups at NBC’s Today Show window on St Patrick’s Day, we’ve created and executed some pretty innovative concepts.

When the Jim Beam Company wanted a jolt in the awareness of its Starbucks Coffee Liqueur “Art of Coffee” print campaign in New York, they came to MSA. We tapped high street traffic liquor stores in the city to bring new life to the company’s beautiful print ad. Liquor store windows were transformed into art studios showing a painter with beret, creating Starbucks coffee cocktails on various canvasses. The life-size artist stood with his palette on a floor covered with burlap bags and coffee beans.

Our wine and spirits expertise has allowed us to work for an array of brands including Carmel Wines, Don Q Rums, Fragoli Strawberry Liqueur, Grand Laurent Sparkling Wine, Campari Aperitif, Knob Creek Bourbon, Godiva Chocolate Liqueur, and many more.