"We're Open"

RUFFLE SOME FEATHERS.

About a decade ago, Smirnoff was seen as a provocative category leader. Since then, their fans had aged out of the brand and they needed to win over a new generation in Western Europe. We were briefed to create an iconic and flexible visual platform to set the stage Smirnoff's comeback.

Almost nothing is taboo for this socially-inclusive generation, except too-familiar mainstream exclusion. Lobbying against mainstream divisiveness—and standing for the rebelliously inclusive—was Smirnoff’s ticket back into the conversation. WE’RE OPEN is a platform that playfully provokes mainstream and champions subcultures that stretch the limits of openness.

Our cheeky outdoor placements ran in targeted locations during the 2015 UK General Election, and other major cultural events. Following the campaign, Smirnoff numbers picked up in Western Europe, accounting for 59% of the on-trade vodka category.

The platform succeeded its predecessor “Exclusively for Everybody” as a global platform and the campaign was further developed with global TV, documentaries, OOH and activations that are still thriving today.

After the campaign, Smirnoff took home the Grand Prix in the Diageo Internal Marketing Awards.