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Category
Brand Identity / System
Annual ID
OS24_DE057M
About the Work
Smirnoff came to us with a clear ask: Get the world to see Smirnoff as the culture-making, category shaping icon it is by creating irrational desire among a group that influences the LDA-29 audience and shapes culture at large. Through the creation of a new brand platform, we discovered that the brand had all the ubiquity, yet was hiding in plain sight. From a visual standpoint the brand had over 30+ different campaigns dispersed Globally so needed a cohesive identity. Combined with a huge portfolio of 600+ skus, the #1 World’s Vodka faced a unique design challenge - how to create a Global brand world and design system, with a framework that allowed for true localisation and enabled Global adoption.
We integrated our product into the design system using playful kaleidoscope shapes. Our vibrant visual style, featuring bold contrasts, drives impact and appeal. Through diverse lifestyle imagery, we champion our new brand platform 'WE DO WE', emphasizing unity and collaboration.
To address the Global challenge of a varied portfolio, we created the design system to be fully modular, for easy adaption. We created a variety of templates covering product, serve, and lifestyle image combinations, as well as options for markets with category advertising limitations. All elements within the templates created (product, copy, images, color palettes, serves) were interchangeable, so no matter the market, the key serve, the product, they could tailor to their local demands and product priorities. All combinations considered, we created a design system that allowed for over 9000+ creative combinations.
The new Smirnoff design system infused the brand with a fresh, vibrant, colourful energy, that could work both locally, and globally. Transforming 33 campaigns globally to one unified brand campaign, running across 40+ markets. A highly effective solution in relaunching the Smirnoff Global Brand.
We integrated our product into the design system using playful kaleidoscope shapes. Our vibrant visual style, featuring bold contrasts, drives impact and appeal. Through diverse lifestyle imagery, we champion our new brand platform 'WE DO WE', emphasizing unity and collaboration.
To address the Global challenge of a varied portfolio, we created the design system to be fully modular, for easy adaption. We created a variety of templates covering product, serve, and lifestyle image combinations, as well as options for markets with category advertising limitations. All elements within the templates created (product, copy, images, color palettes, serves) were interchangeable, so no matter the market, the key serve, the product, they could tailor to their local demands and product priorities. All combinations considered, we created a design system that allowed for over 9000+ creative combinations.
The new Smirnoff design system infused the brand with a fresh, vibrant, colourful energy, that could work both locally, and globally. Transforming 33 campaigns globally to one unified brand campaign, running across 40+ markets. A highly effective solution in relaunching the Smirnoff Global Brand.
2024 Awards
Total Points: 3
Merit
Credits
Agency
McCann / New York
Client / Brand
Smirnoff
Chief Creative Officer
Pierre Lipton
Shayne Millington
Design Director
Tom Grunwald
Designer
Jami Rubin
Executive Producer
Bridget Pierce
Strategy Director
Colleen Gleason
ACD, Art Director
Kazuo Kubo
ACD, Copywriter
Lucas Ribeiro
Co-Producer
Christine Clavio
EVP, Global Executive Creative Director
Pete Johnson
EVP, Global Executive Creative Director & Head of Art NA
Cristina Reina
EVP, Global Strategy Director
Sarah Watson
EVP, Head of Design
Matt van Leeuwen
GCD Copywriter
Lucas Casao
SVP, Group Creative Director
Guilherme Racz
SVP, Group Strategy Director
Justin Luk
Account Director
Casey Archer
Account Executive
Eric Muoio
Account Supervisor
Rob Parkin
Chief Production Officer
Aaron Kovan
Director of Music, BA Licensing
Jamie Jou
EVP, Global Business Leader
Colby Webb
Jr. Music Producer
Madison Rowe
Senior Music Producer
Colleen Dahlstrom
Senior Project Manager
Amanda Lang
SVP, Director of Creative Excellence & Operations
Stella Warkman
SVP, Group Account Director
Alba Berdala
SVP, Senior Art Producer
Wendy Leahy
Talent Payment Manager
Debbie Myllek
VP Director of Business Management
Hovannes Moussati
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