A dynamic soundtrack accompanies us on a journey as the sea rids itself of an incredible range of impurities that have been deposited in it over the years. The original track was written in Latin and involved session artists from around the world. It was inspired by old Russian boating chants.

High expectations for content are also coupled with a rich advertising heritage, meaning that our target expect Smirnoff’s communications to be exhilarating, epic and unexpected. Our task was to deliver a creative and media strategy that exceeded this.

The creative idea is a simple and compelling metaphor for Smirnoff’s purity; as the sea miraculously cleanses itself of all impurities with the same energy and diligence as Smirnoff do with their vodkaDiageo’s research prior to and post production confirmed that 'Sea' is highly engaging, enjoyable and one of the most memorable of Smirnoff’s recent times. It also generated talkability around a core message of purity. Evidence of this buzz and advocacy can be found online, where people rapidly shared and discussed the ad, with many adding it to their favourites.

Smirnoff had an incredibly successful end to 2007, outperforming both the vodka category and the rest of the major Diageo business. For such a large brand this was key to Diageo’s overall business performance. Spend for 2008 has been increased accordingly and the execution is now being rolled out worldwide.