Smirnoff
The Brief: Smirnoff wanted a bold, colorful campaign to launch their aura-themed cocktails. The campaign needed to align with Drag Race’s spirit of self-expression and kick off during a holiday season still feeling the impacts of COVID-19, requiring sensitive and efficient execution.
The Solution
Cast a diverse range of talent, including three featured queens, and nightlife legends like Amanda Lepore, and creatives from the queer nightlife scene, to ensure authenticity.
Produced a visually stunning 30-second custom spot that served as a love letter to the queer community.
Levaraged social media reach by naturally encouraging talent and extras to share the content organically, amplifying the campaign’s visibility.
Used network connections to secure a venue at cost, reducing production expenses amidst COVID challenges.
The Results
Recognized by Paramount as “best-in-class” and used as a blueprint for creative excellence.
Garnered significant organic social engagement from talent and extras, extending the campaign’s reach beyond its original scope.