SMIRNOFF

Brand engagement & experiential - A live Diageo brief for Creative Equals 2024, in association with D&AD.

A creative campaign centred around music – the cultural connector for inclusive joy. Bring the brand philosophy to life through an experience, social or something else entirely but it should exemplify how it can go beyond a moment in time.

Our response:

We chose to make music festivals more inclusive and accessible for all to enjoy. After all, festivals are great for bringing people together. They can also be a right pain in the * if you have additional needs.

 Almost one in four of us could be classed as disabled under the Equality Act. That’s 24% of potential audiences and potential artist talent who might decide it’s easier not to bother with festivals if their needs aren’t met.

 The solution:

Let’s shift the vibe so people can experience music their way.

Give them room to enjoy what’s going on, plus a place to switch off.

 Our concept:

SMIRNOFF/ON

Partnered with Gabija Švedaitė, Graphic Designer

Mentoring by VCCP Blue

Winner of Best Experiential Activation Award, with a special recognition by Diageo.

“Blown away by the creativity behind SmirnON/OFF as it feels simple and coherent to understand - whilst also being really powerful as a core activation message for consumers to follow. 

This could be easily activated in our summer festival work and amplified via PR as a nice newsworthy hook. Also loved how Julie emphasised that the 'OFF' is not a dull, non-participatory area but actually a space to give people an area to re-energise whilst still feeling very much involved in the experience.

Really strong response, well done!”

Smirnoff Team, Diageo UK