AGENCY: 72andSunny NY
IDEA: In 2015, Smirnoff wanted to push up against complicated mixology culture with a simple message: "Everybody can make a great drink." Over the course of the year, we produced 100+ pieces of social content (stills, videos and gifs) that helped people learn to make easy drinks inspired by trending conversations and moments in culture.
RESULTS: The work exceeded all targets, beating social engagement norms, delivering 24x category value growth, and getting tons of #YUM's.
AWARDS: 2016 GOLD EFFIE
Concept / Copywriting: Shanie Trice
Concept / Art Direction / Photography / Styling: David Cole