The brief was to create a “Clearly Original” Happy New Year Russian style message to be delivered to an Irish audience on January 13th (Russian New Year). In order to do this we had to do 2 things, educate the audience about Russian New Year and its traditions while delivering the core values of the Smirnoff brand.
The Gallery seems to be missing.
We decided to combine Russian traditions & sayings with regular New Year traditions and create an icy russian style email to drive traffic to a microsite. The microsite sat within smirnoff.ie. Users we’re encouraged to make new clearly original resolutions with an incentive to win a case of Smirnoff. Russian traditions and sayings we’re encorporated into the design, with more details revealed with user interaction. As Russians believe smashing ice glasses after you’ve drunk vodka brings good luck and its a New Years tradition Ciara organised and art directed an ice glass photography shoot too.
This job was undertaken while working for TMW. The campaign ran for a month, the copy was written by Jasmine McCorry and the was flash developed by Steven Heycock.