[ campaigns ]
I was creative director on Smirnoff for JWT/NY from 2004 through 2008. I developed, designed and oversaw the global campaign – which ran in several languages in close to 40 countries, in formats from TV, OOH, events and digital. A tiny portion of the produced work is shown here.
The campaign is the simple truths of product credibility and heritage, and worked to help position the brand in challenged and/or new markets. It was championed by Diageo executives as the first time the Smirnoff brand had ever been unified across multiple markets in its history (even though, amazingly, JWT had the account since the 1970s). Around 2006, Smirnoff became the world’s largest liquor brand by volume.