SMIRNOFF
x FIFA
A project through The Team, Canada.
CREATIVE DIRECTOR:
Troy Palmer
SENIOR DESIGNER:
Kris Trofimova
COPYWRITER:
Talia Rosseel
PHOTOGRAPHER:
Chris Amat
(The Co-Lab)
PRODUCER:
Stephanie Mill
(The Co-Lab)
As the official vodka of FIFA, Smirnoff launched a 360 campaign across Canada with a focus on Toronto. Their brand platform for the World Cup was "Game On, Smirnoff," targeting fans watching from home. We brought this platform to life across three campaign components.
OUT-OF-HOME: We created a key visual rooted in Smirnoff's signature red, venturing into AI-generated creative.
PAID SOCIAL: We shot net-new creative putting Smirnoff in the middle of the action, at home. We partnered with Darby Magazine, a Toronto-based soccer publication, to star in the shoot and lend authenticity to the brand's voice around the game.
BROADCAST: We localized Smirnoff's global TV spot for Canada — taking the original footage and giving it a new voiceover and score.
