SMIRNOFF ICE DOUBLE BLACK WITH GUARANA (Live Brief)
A Double Shot Of Spontaneity
Integrated Media
Art Directors: Rene Herman & Lawrence Louw
The Brief: Make people associate this drink with the best parts of their night.
Our Solution: “Smirnoff enables spontaneity.” Throughout the campaign, we encourage and help people to be more spontaneous, suggesting that this is what Smirnoff Ice Double Black with Guarana does.
How It Worked: We created a number of ways that Smirnoff Ice can engage with the customers in a new, surprising and spontaneous way. The main element is a Pop Up Club called the #SuddenBlack party. “Nudge postes” around town suggest spontaneous activities and provide the props to enact them. These are drivers to a Vine competiton, where you must “Vine your spontaneous moment.” To ensure we reached those at house parties too, packaging around the six pack transforms into a game (in this case, a hoop to throw crushed cans into). Instead of promo girls, we have “Branded Randomeness” which means spontaneous ways of handing out the product. Lastly, the #SuddenBlack Taxi offers a spontaneity challenege as a chance to earn a free ride.
The #SuddenBlack Party is a pop-up event set in a “night-life rich” area (Longstreet / Greenside) that appears to happen spontaneously with little warnin and features a poular music act. On the day of the unveiling vinyls are stuck on the windows hinting at a possible performnce by a guest artist.
The conversational tone mimics people’s thoughts in spontaneous moments.
The poster above will have a megaphone hanging from it. The poster below will have a pair of drumsticks hanging from it. All paraphernalia are branded as we expect them to be stolen.
The campaign packaging fits around the 6 pack and can be transformed into a hoop. This is to enable the game of throwing crushed cans through a target.
“Branded Randomness” is Smirnoff Double Black’s far more fun and spontaneous version of blonde promo girls in short, black dresses. Our promoters will be fire dancers, acrobats, camel riders, robots and more. They will appear in bars, clubs, festivals and be sent to public house parties.
The #SuddenBlack taxi will work in liason with existing cab companies and be sent to a few lucky people at random. Inside the Taxi is an iPad displaying a challenge, such as “Backseat rally-drive all teh way there”. If you complete the challenge submit it for the Vine competition, your ride will be free.
