Context:
The Smirnoff portfolio had lots of flavour variations - appealing mostly to women. Young men were being ignored. Smirnoff was launching a new vodka to appeal to younger men. A little bolder with a slightly higher price point. So, basically it's a "step up" from the typical stuff.

Insight:
When the sun goes down and it’s time to hang with your buds, the difference between overgrown teenagers and self-aware men is a series of baby steps.

Campaign Idea:
We created the Smirnoff Double Blackademy, a fictional institute that will help guys navigate these challenging waters successfully. We will offer genuine utility and credibility to help them clean up good, entertain, and dress like they looked in a mirror.

Deliverables:
TV / OOH / Social / Giveaways / in-store materials