Smirnoff IIIX

In Art Direction

Smirnoff IIIX

The #1 vodka in the world, Smirnoff IIIX is known as the hero or trademark brand in the Smirnoff range. Ten times filtered it is renowned for its remarkable smoothness and iconic heritage. Diageo manages the brand internationally, alongside an additional 200+ brands in more than 180 countries.

ClientDiageo – SmirnoffAgencyThe Hardy Boys (VML)

Overview

Initially briefed to dramatize the extraordinary lengths people go to, to enjoy the purity of Smirnoff, the idea was simplified for on and off-con environments – ‘reward the consumer for finding extraordinary purity’. On-con sales received an ‘ice card’ with instantly redeemable prizes and a unique code to enter the main prize draw – a trip to view the ‘Northern Lights’. Off-con was supported in a similar way with the a tried and tested neck tag. Ice became a symbol of purity.

Behind the scenes

Ice crystals were handmade by a prop artist and looked like the real thing.

Midjourney is a game changer but IIIX Purity remains a firm favourite of mine.

Moscow Mule

Spread the cocktail revolution!

Briefed to re-look the Smirnoff Moscow mule campaign ensuring ownership of the on and off-con environment. Mass impact and standout was needed given cluttered POS environments. Echoing Smirnoff’s rich heritage. Consumer purchase was incentivised through activations at key outlets.

The main prize was a trip from SA to Moscow, on to New York, and back to SA following the course of the Smirnoff IIIX Moscow Mule. Instant prizes were theme related and promoters were tasked with promoting the cocktail and the ‘Perfect Serve’ in all promotional activity.

Photographer: Mike Robinson

Off Con

On Con

On con – event

Print collateral

Off Con

On Con

In closing

Team Lead, Art Director and Designer for key elements of below-the-line material. One of the highlights was art directing the IIIX Purity hero image for the local BTL campaign. The client loved the end result and the image was also showcased internationally.

Photographer: Mike Robinson
Prop Artist: Dale Ontong

Mike Robinson is one of the most talented, particular photographers I have ever worked with. Just an absolute joy.

One of the first concepts was to host a semi-finalist leg of the main competition where participants were required to ‘free’ a crystal key using a Smirnoff ‘ice pick’ frozen into a column of ice – (seen in the ATL TVC). People, prizes and icepicks = too many logistics and safety concerns.