Smirnoff Experiences

In Art Direction

Smirnoff Experiences

All of the Smirnoff Experiences revolved around one key consumer insight – getting their target audience excited about their ‘Be There’ events. These created opportunities for Smirnoff to showcase its brand and products whilst creating unforgettable experiences for attendees. The end goal – a volume driver for their Trademark brands (IIIX, Storm & Spin) and a database capture of key consumers.

ClientBrandhouse – SmirnoffServicesArt Direction, Graphic Design, Event Graphics, Activations (on-trade, off-trade).AgencyThe Hardy Boys (VML)

Overview

On and off-con volume driver for both Smirnoff IIIX and RTD. The prize: tickets to the Smirnoff Nightlife Exchange event in Cape Town, including a VIP prize for 2 x couples to enjoy an all-expenses paid trip to Germany to see RSA represented in Berlin, (our Global exchange partner).

The concept was to exchange the best nightlife elements of 14 countries, showcasing unique sounds, tastes, and cultures. A global event with international linking and massive PR hype. Mechanics revolved around unique codes found inside neck tags on IIIX bottles and under cap liners of RTD bottles. Radio and on-con promos facilitated additional ticket giveaways.

The day the world swapped nights. (I’d dswap out drop shadows if I could #oldernwiser).

Event Graphics

Lots of plotting and planning using supplied flat plans.

Outsourced

The graffiti wall graphics were outsourced to AMI Collective.

In closing

Head of Art leading the project alongside the Creative Director.

Graffiti Illustration: AMI Collective

Eagle Wall: THB

An amazing experience to work on such a big project. Designing artwork on such a big scale, both literally and figuratively, was incredible.

Lots of flat plans and reviewing of dimensions!