Office: Sao Paolo
Client: Smirnoff
The Brief:
Create a global campaign to engage a hip, online video-savvy audience with the Smirnoff brand, generating buzz and reinforcing that Smirnoff is a catalyst for “original nightlife experiences.”
The Campaign:
We created the Smirnoff Experience, in which ten lucky winners—The Smirnoff Ten—would travel together to the world’s most exciting events, festivals, bars and clubs. The Smirnoff Ten would focus on the unique people and exciting places that are shaping nightlife experiences across six continents, reporting their findings back to Smirnoff through short films, blogs, photoblogs and/or articles to be featured on smirnoff.com, other Web sites, TV and radio and in print. In addition, a branded channel on YouTube would feature The Smirnoff Ten throughout the year. To select The Smirnoff Ten, contestants uploaded videos that explained why they should be chosen and appealed to others for their votes. A program on MTV.com enlisted the support of famous TV hosts who poked fun of the worst videos.
The Success:
In the first three months, the program generated 170,000+ visitors.