Smirnoff Vodka
Smirnoff Selfie

We wanted to push the Smirnoff Vodka #PurePotential concept out to more than just drink ingredients. We knew our target demographic were serious selfie takers, so we thought why not unlock the potential of the humble head shot? All we needed was a way of transforming a selfie into a delicious drink. The launch of Facebook Live Streaming spurred us into action. What if we used this new media tool as the platform for our selfie/drink transformation?

We sourced an incredibly talented mixologist and cracked the idea - we’d reveal a selection of selfies to our mixologist live on Facebook and have him create a completely bespoke cocktail inspired by each photo. Effectively, our mixologist took our fans’ selfies, found the potential in each and transformed them into unique Smirnoff cocktails.

We had our dev team hack the Facebook Live API to allow us to film using a multicamera set up and edit on the fly, resulting in one of the first ever Facebook Live ad campaigns globally. We ran two live streams and selected six selfie finalists, each getting their very own selfie cocktail and a chance to win the grand prize of a weekend away at Ohakune Mardi Gras.