Smirnoff Vodka
Instagram Your Fridge

To help launch Smirnoff’s new brand proposition of #PurePotential, we needed to create a social campaign that showed that Smirnoff can unlock the potential in any ingredient. We needed to prove that when using Smirnoff Vodka as the starting point for a drink, the options available to you are only limited by your imagination.

To show how much faith we had in our own brand proposition, we had to lay down a genuine challenge and see if #PurePotential stood up to it. As the creative lead, my partner and I collaborated with Special to nail down a campaign concept. We landed on opening a digital ‘bar’ on Instagram where users could share an image of their fridge and dedicated in-house mixologists would create a bespoke cocktail inspired by the ingredients inside. 

Fridges were uploaded, drinks were created, and content was viewed and shared more than a million times. The campaign grew Smirnoff RTD sales by more than 58% over the period, with Smirnoff becoming the most socially engaged liquor brand in NZ and the third-most engaged brand overall. The success of this campaign was cemented further with the slew of awards we collected for all the hard work we put in. Getting to drink all the fantastical custom cocktails after testing and shooting was the real winner on the day though.

Awards
D&AD / Wood Pencil in Social Media (2016)
Cannes Direct Lion / Finalist (2015)
Global Facebook Awards / Silver (2015)
NZ Best Awards / Bronze in Interactive Design (2015)
Axis Awards / Gold in Direct (2015)