Smirnoff has a long history of activation within the nightlife scene, being music the key passion point in which the brand has built credibility.To be distinctive, the brand was willing to explore new cultural passion points that would extend their influential footprint.

Smirnoff wanted to use the bottle as the catalyst for inspiration, but although it has a very recognizable bottle it's not a proven source of influence and inspiration to their core target.

The key objective was to dial up the role of the bottle as an element of inspiration while extending the brand's influence into new cultural passion points.

We partnered with a well-known street artist to create a short run of just 300 limited edition bottles that would celebrate street art culture. The artist responded the brief with different alternatives involving street art as the way to create the design. The final route chosen involved creating a unique installation that allowed the artist to integrate the Smirnoff bottle into a big rectangular piece of concrete that represented the street walls in London. The artist himslef painted and customized each of the 300 Smirnoff limited edition bottles live in an exclusive PR stunt in East London.

The activation was very succesful, the pop up event in London gathered hundreds of the most influential media and artists within urban culture.

It was the first time Smirnoff launched a limited edition with just 300 unique bottles. The exclusivity and uniqueness of the bottles generated a lot of buzz online and in media obtaining more than 1 million media impressions and reaching more than 150.000 people through influencer social channels.

The unique and exclusive design lead to improvised auctions in Ebay. It was the first time in years a Smirnoff bottle generated so much buzz among key cultural influencers.