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Trade and consumer advertising for Diageo/Smirnoff
Smirnoff wanted to convince people not to 'trade down' during the global financial crisis and to ask for the brand by name, rather than just "Vodka and x"... Purity was a key differentiator as Smirnoff is triple distilled.

To demonstrate this visually, I used a single droplet of pure Smirnoff to magnify the 'Triple Distilled' message and highlight the brand name.

The key art was shot and montaged in a 3D environment, manipulating the droplets one by one to create the desired drama. Campaign rolled out across the UK with both trade and consumer communications.