To prove that inspiration for new drinks can come from anywhere, in 2021 Smirnoff created 100 drinks made with social ingredients for 100 days in a row. A different drink created every day inspired by what was happening in the world of social media that day. From TikTok trends to celebrity scandal. Movie releases to season finales. Events, announcements and memes.

The 100 executions were conceptualised, uploaded and dynamically dispatched to large format DOOH sites nationwide on a daily basis. The process was often faced with very short turnaround times due to the topic the drink was referencing – such as weather events and unanticipated things going viral.