18: CRAFT (Outstanding Sound Design (film/video))

Infamous Since 1864 - Smirnoff - Smirnoff JPG
Infamous Since 1864 - Smirnoff - Smirnoff MP4 1m:30s

Infamous Since 1864 - Smirnoff

Infamous Since 1864 - Smirnoff - Smirnoff


Title of Entry: Infamous Since 1864
Brand: Smirnoff
Product/Service: Smirnoff
Client: Smirnoff
Entrant Company: 72andSunny New York
Creative Agency: 72andSunny New York
Duration of Entry: 01:30
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
Craft Leader(s): Aaron Reynolds, Chris Afzal
Role: Sound Design & Mix
Chief Creative Officer: John Boiler
Creative Director: Justine Armour, Dean Woodhouse, Hugo Bierschenk, Micah Walker
Art Director: Ilana Wolstein
Copywriter: Brock Kirby, Fanny Josefsson
Sector: N/A
Account Manager: Diana Gonzalez, Kamran Gossieaux
Production Company: MJZ
Producer: David Zander, Kate Leahy, Laurie Boccaccio
Date of Release: 2020-01-15
Director: Rupert Sanders
DOP: Jess Hall
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.
Editing Company: Work Editorial
Editor: Neil Smith, Trish Fuller
Sound Studio: Wave
Sound Engineer: Aaron Reynolds, Chris Afzal
VFX Company: Blacksmith
Music Company: KOM
Post Production Company: Blacksmith
URL Link (optional): https://www.youtube.com/watch?v=OVoukTh6e5U&has_verified=1
Other Credits: Global SVP, Smirnoff - Stephen O'Kelly
Other Credits: Global Marketing Director, Smirnoff - Neil Shah
Other Credits: Agency Producers: Lora Schulson, Ryan Chong, Jonny Weiss, Caitlin Culhane
Other Credits: PAL: Christin Rust, Quentin Perry, Elsa Mitsoglou, Jennifer Sefa-Boakye
Other Credits: Strategy: Tim Jones, Kelly Schoeffel, Elena Ionita
Other Credits: Production Designer: Phillip Ivey
Other Credits: Editorial Producers: Erica Thompson, Chris Delarenal
Other Credits: Color: Mikey Pehanich
Other Credits: Flame/VFX Artists: Iwan Zwarts, Zoey Deady
Other Credits: Post Production Producer: Ashley Goodwin
AwardsEngine Logo