AGENCY OF RECORD PITCH
Ask: We have an awesome, no-bullshit ABL identity and campaign idea "Exclusively for Everybody." But how does it manifest online?
Executional Requirements: We want a socially-led approach that drives recruitment and expands on drinking occasions. Also, holidays are a BIG deal for us. Finally, we really need help getting flavors off the shelf cause nobody knows what to do with an entire bottle of watermelon vodka.
Solution: The cheeky TV spots poked fun at their competitors by showing viewers what they’re supposed to want as set forth by other vodka brands. But the truth is, velvet ropes and bottle service don’t make vodka taste any better. In this same attitude, we created a series of activations that follow through with this idea online, poking fun at things like sponsored ads on Facebook from brands. We also pitched using social listening as a way to find people who’ve been excluded, allowing Smirnoff to open up access for them in a way that truly embodies the idea of “Exclusively for everybody.”
Role: Concept & design