new amsterdam vodka - it's your town

[This won 1st Place in a Tongal copywriting competition.]

I hate the term Millennial.

Labels can be frustrating.

What is a millennial? Is it an age group or a state of mind?

Millennial-hood is about taking ownership of whatever you do, about living in the now and having no regrets- about not being afraid to claim it.

New Amsterdam’s "It’s Your Town" campaign mixes a cocktail of ownership, zeal, courage, fun and responsibility.

Sure, millennials work the 9-to-5; yes, we have bills to pay and responsibilities just like everyone else, but we don’t just sit around when the work is done. We take chances and explore!  This is the here; this is the now.