SMIRNOFF

An activation platform idea for Smirnoff, to be rolled out in Ireland 2024. To help land Smirnoff’s role in culture – supporting key taste makers and artists who don’t have the spaces to perform, hone their craft and achieve their creative potential.

Ireland’s night-time economy is under increased threat, with on-going venue closures and increased homogeneity. ‘Vibe Shifters’ are back in the wilds of socialising, yearning for thrill, thirsty for the excitement of lively 'live in the moment’ experiences, yet unable to find the places and spaces for meaningful connections.

As a result, the nightlife community is losing its ‘soul’ – the people, the venues, and crucially the taste makers, artists and talent, are losing out.

The Connections Task was to fuel social serendipity through the versatility & spontaneity of Smirnoff experiences and serves, reflective of an audience that’s as restless and unique as we are.

Four creative territories were explored through the lens of the collective spirit = 'We Do We', a shared attitude that embraces the pursuit of social serendipity through the power of creativity.