Diageo Australia to mark bold arrival of Smirnoff Double Black Vodka with $8m brand campaign launching this weekend via Leo Burnett, Sydney

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SM92_endframe_1920x960.jpgDiageo 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