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Infamous Since 1864 - Smirnoff - Smirnoff JPG
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Infamous Since 1864 - Smirnoff
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Infamous Since 1864 - Smirnoff - Smirnoff

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Title of Entry: Infamous Since 1864
Brand: Smirnoff
Product/Service: Smirnoff
Client: Smirnoff
Entrant Company: 72andSunny New York
Creative Agency: 72andSunny New York
Judging URL: https://www.youtube.com/watch?v=OVoukTh6e5U&has_verified=1
Live site URL: https://www.youtube.com/watch?v=OVoukTh6e5U&has_verified=1
Sector: 38261
Chief Creative Officer: John Boiler
Account Manager: Diana Gonzalez, Kamran Gossieaux
Creative Director: Justine Armour, Dean Woodhouse, Hugo Biershenk, Micah Walker
Date of Release: 2020-01-15
Notes: Smirnoff is the world’s no 1 vodka, but was losing share to brands with narratives about craft & quality. To make matters worse, Smirnoff didn’t have a singular brand story across global markets, so consumers were starting to think that it’s just…ordinary. We needed to change that perception, restore sophistication and edge, create an ownable world, and show that Smirnoff is anything but ordinary. Great stories start with great character, a little mystery, and a mischievous plan. Smirnoff’s story is no different. It spans three centuries and several continents but is little known to our consumers. So we took this opportunity to introduce them to our past, a story of epic proportions lined with highly unconventional—and sometimes questionable—choices. This global campaign told the story of deception, revolution, exile, bankruptcy, and resurrection — a tale of deliciously mischievous characters and original concoctions. From conception in 1864 Russia, all the way to the present day, this is a living story of infamy. This global campaign helped reverse a decade’s long decline in Smirnoff sales, leading to growth for the World’s No. 1 Vodka for the first time in 10 years.
Production Company: MJZ
Art Director: Ilana Wolstein
Copywriter: Brock Kirby, Fanny Josefsson
Other Credits: Global SVP, Smirnoff - Stephen O'Kelly
Other Credits: Global Marketing Director, Smirnoff - Neil Shah
Other Credits: Agency Production: Lora Scholson, Ryan Chong, Jonny Weiss, Caitlin Culhane
Other Credits: PAL: Christina Rust, Quentin Perry, Elsa Mitsoglou, Jennifer Sefa-Boakye
Other Credits: Strategy: Tim Jones, Kelly Schoeffel, Elena Ionita
Other Credits: Director: Rupert Sanders
Other Credits: Editorial: Work Editorial
Other Credits: Post Production: Blacksmith
Other Credits: Music Company: KOM
Other Credits: Sound Design: Wave