Diageo Australia to mark bold arrival of Smirnoff Double Black Vodka with $8m brand campaign launching this weekend via Leo Burnett, Sydney
Diageo Australia is set to unveil an integrated campaign via Leo Burnett Sydney to mark the arrival of its new premium full strength bottle spirit Smirnoff Double Black vodka.
A 90-second brand spot will go to air tomorrow which brings to life the feeling consumers get when they make the ultimate party statement, and ends with the tagline ‘Arrive Boldly’.
Unlike any other offering in the category, this double freeze filtered vodka with the quality of Smirnoff No.21 vodka is designed to deliver mainstream consumers with a unique proposition to step-up and make a statement with vodka.
Directed by Emmy Award nominee Garth Davis and set to the soundtrack of ‘Video Games’ by Lana Del Ray, the creative brings the ultimate party entrance to life with a montage of people making a number of bold arrivals to a warehouse party. Shot in North America and Argentina entirely in-camera, the most impactful entrance features four glamorous party-goers taking to the skies to make a pyrotechnic night jump with magnesium flares.
The integrated campaign, to the value of $8million, is designed to rival any vodka new product development launch in the last decade. Featuring mass scale communications across cinema, outdoor, print, online, in-store and on-premise communications as well as PR and experiential activity, it will create awareness and demand to ultimately drive trial.
Says Adam Ballesty, marketing director, Diageo Australia: “Smirnoff Double Black vodka is the most significant development in the vodka market in recent years and putting it simply, we want an integrated marketing campaign to reflect that. Our campaign communicates the feeling consumers get when they make a bold arrival, and ultimately shows how they can be confident, break free from judgement and step up with Smirnoff Double Black.”
Available on and off-premise nationally, Australia will be the first market in the world to launch Smirnoff Double Black vodka from October 2013. Making a statement with a striking black bottle design, Smirnoff Double Black vodka boldly breaks the current core conventions of the FSBS vodka category and takes inspiration from the enormous success of Smirnoff Ice Double Black ready-to-drink (RTD), the #1 selling RTD brand by value within white spirits pre-mix across Australia.
Client: Diageo Australia
Agency: Leo Burnett
Chief Creative Officer: Andy DiLallo
Creative Directors: Grant McAloon and Vince Lagana
Copy Writer: Mark Schöller
Art Director: Chris Moreira
Executive Producer: Bill Doig
Client Services Director: Peter Bosilkovski
Senior Business Director: Claire Kesby-Smith
Business Manager: Sophie Armstrong
Strategic Planners: Luke Atkinson, Nicola Swankie and Rebecca Zhang
Production Company: EXIT films
Director: Garth Davis
Production Company Producer: Karen Sproul
Cinematographer: Adam Arkapaw
Editor: Jack Hutchings @ The Butchery
Post Production: ALT VFX
Grade: Method Sydney
Sound Design: Song Zu
Music: Level Two Music / Lana Del Ray
Media Agency: Ikon Media
PR Agency: One Green Bean
21 Comments
Beautifully done but I don’t agree with the soundtrack choice.
For the most part, ”Genesis” from Justice starting at 0.23 work far better.
Way to go guys, this will be Leo Burnetts at AWARD
great junket, shit ad.
Another piece of expensive film from LB for Diageo. Yawn.
Arrive slaughtered.
That really is a waste of time.
Reminds me of Host’s, Zero campaign.
Massive visual impact. This spot will wreak havoc on millions of livers. Job done.
utter shit
The track doesn’t work. Its a fast cut a slow track it ruins the whole thing.
This could have been as good a Riggerts Bulleit Whiskey. Its a dogs breakfast now though.
Faaarkn awesome. man that woulda been a fun shoot. leo haters are getting very boring. let it go. who wouldnt want to be doing this. garth u rok
I thought it would have been an O.S. director. Well done Garth Davis. This is superbly directed.
“Arrive Blindly” must have been dropped at the last minute.
This could have been Riggerts Bulleit yes? Exactly the same style?
This will sell load of dirty MDMA tabs
Derivative & Already Done
those chicks are so hot..
So where’s the online for this?
Another so-called integrated campaign that’s basically a well crafted content piece with no idea behind it! There’s a pattern emerging here from Leo’s and it’s very old fashioned, award focused bla.
Double What??? I have seen that before from Diageo! Hmmm Double Black… The Australian Marketing/ innovation director must be desperate to make his mark in vodka! Great ad, not so original product name.
Arrive Boldly….like Kieren Loveridge?
According to an agreed statement of facts tendered in the hearing, Loveridge was heavily intoxicated, having shared a case of Smirnoff Ice Double Black drinks with his friends, and was in a volatile, violent mood.
Read more: http://www.smh.com.au/nsw/kieran-loveridges-sentence-shocking-thomas-kellys-parents-say-20131108-2x5j5.html#ixzz2nbc9MXw6