The opening chapter ran unbranded. Intrigued viewers only found out what it was for after completing the interactive journey - an interactive first.

The interactive function allowed viewers to create second and third distillations of the story themselves. Pressing the red button, enabled them to triple distil the same intense conversation between a couple sitting in their car overlooking L.A, turning the ‘triple distilled’ proposition into an involving physical actionThe same scene is shown three times; with each repetition, action and dialogue is removed to mirror the process Smirnoff undergoes, to leave a better outcome.

The medium demanded that consumers engage with the commercial and distil it themselves.

By pressing the red button viewers created second and third distillations of the story, turning the ‘triple distilled’ proposition into an involving physical action.With each repetition, action and dialogue is removed to mirror the process Smirnoff undergoes, leaving us with a better outcome.Viewers only found out what the commercial was for after completing the entire journey – a unique approach.

Research showed that interacting with the commercial boosted engagement, enjoyment and understanding.258,000 people clicked through during the 8 day campaign.(The average click through for a four week campaign is 389,000).So in the first week our click through rate was double the Sky Digital norms.