D&AD SHIFT W/ GOOGLE

DIAGEO BRIEF WINNER

SMIRNOFF SMASH

  • The Team

    Copywriter: Kev Clarke, Cindy Bien-Aime

    Art Director: Kibria Chavez, Daniel Randall

  • Opportunity

    Gen-Z’s legal drinking crowd have found ways to resonate with the lifestyles of competitor brands, Mike’s Hard Lemonade and White Claw. Leaving Smirnoff Ice SMASH with the task of identifying it’s own cultural space that resonates authentically with both the brand and it’s audience.

  • Insight

    Gen-Z and Smash have a shared experience of being “caught in the middle” — one between competitors and the other, between generations.

Execution

By leveraging SMASH’s ability to create unique flavor pairings, we present :

“In The Mix” — a nationwide tour of blended experience activations that appeal to the spontaneity and unconventionality Gen-Z naturally loves.

Thank You.

OOH

Social

Experiential