Agency: JWT London
Client: Smirnoff (Brand Director, Diageo GB, Anita Robinson)
Diageo Great Britain (GB) has launched the latest integrated marketing campaign for the world’s largest spirits brand, Smirnoff.
The campaign, entitled Smirnoff ‘Sea’, has seen the seeding of the 60-second commercial together with the launch of an online experience at Smirnoff.com. The advertisement will then air in cinema and on TV from mid-August.
The advertisements were created by JWT London, with AKQA London responsible for the digital component.
Directed by Daniel Kleinman and shot on location in New Zealand and at Pinewood Studios, Iver Heath, ‘Sea’ brings to life the extraordinary purification process that the makers of Smirnoff go through to create the ultimate pure vodka.
The film sees the sea dramatically ridding itself of an incredible range of debris that has been deposited in it over the years.
All kind of objects are thrust up from the depths of the ocean and thrown ashore, purifying the sea.
An intensive seven-month production process, combined with world-renown Daniel Kleinman’s directorial expertise, have ensured that Sea is one of the most impressive and ambitious projects ever undertaken by Smirnoff.
Brand Director, Diageo GB, Anita Robinson, who worked with Julie Bramham from Smirnoff on the campaign, said, “Historically the creative campaigns that have been used to promote Smirnoff have helped build the brand to its market leading position.
“Smirnoff is perceived by more than three-quarters of consumers to be the highest quality vodka and with ‘Sea’ we’ve found a new and innovative way to highlight the extraordinary lengths it goes to achieve its purity."
Managing Partner at JWT London, Zoe Osmond, added, “Every new advertisement from Smirnoff should surprise and thrill our young male target. ‘Sea’ is no exception; if anything it’s a step beyond… a film that takes consumers on a truly epic and exhilarating journey – the kind they demand from an extraordinary brand.”
The online campaign, accessible via smirnoff.com, expands the commercial’s central purification theme, putting users at the centre of an engaging and original experience.
To produce this, AKQA built ‘The Smirnoff Purifier’, an ultra-powerful hydraulic cannon positioned on a raised platform off the south coast of England.
Once the hydraulic cannon was built, AKQA filmed ‘The Smirnoff Purifier’ firing various objects such as caravans, washing machines, push-bikes and televisions.
The resulting real-time film has been utilised in the online campaign, which enables users to interact with ‘The Smirnoff Purifier’ to blast discarded items from the sea and onto a target on the shore.
The consumer can decide how much force they think is required to propel the object to the target on the shore.
If they are successful, they get the opportunity to enter a prize draw to win a year’s supply of Smirnoff No. 21 Red vodka.
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