THE DISTILLERY
A BRAND ACTIVATION DESIGNED TO CREATE KINDRED SPIRITS IN EVERYDAY PEOPLE
The Opportunity: Smirnoff’s history as a brand is being a vodka made for the people and triumphing them in ways that matter. As the next generation of culture shifters, GenZ can relate. How can Smirnoff become a magnetic brand to a generation of people they share a common interest with?
Insight: In addition to shifting culture, GenZ, is also “The Loneliest Generation.” And they crave community. So, why not give them what they want and need.
Idea: A place where people pair well together just like vodka pairs well with everything.
THE PRESENTATION THAT WON THE PITCH
The Distillery is a Smirnoff activation made up of a series of long-term pop-up "factories" where kindred spirits are made, with its launch starting at The Brooklyn Navy Yard in Brooklyn, NY.
From Monday to Thursday, New Yorkers are invited to attend an open studio residency of a local artist and a small batch distillery where they can get custom bottles of Smirnoff No.21. Guests are invited to talk with the artist and share their experience on social.
From Friday to Sunday, the residency is closed in preparation for Sunday dinner, where the artist's work and that week's guests (+1) are brought together for an intimate dinner. No phones, just friends, conversation, and a No.21 inspired and infused menu.
At the end of the night, guests are given pieces of art by the week's artist and an opportunity to invite someone they know to attend the next Distillery.
TEAM
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JAZZMINE BUSTAMANTE
AD, DESIGN, COPY
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ANTHONY LA TOUCHE
STRATEGY & COPY
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DES ALLEN
CREATIVE STRATEGY
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PETER HUGHES
CD/MENTOR
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DEAN WOODHOUSE
CD/MENTOR