Smirnoff Design & Branding MASHUP STREET PACKS by J. Walter Thompson Cape Town

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MASHUP STREET PACKS

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Industry Vodka
Media Design & Branding
Market South Africa
Agency J. Walter Thompson Cape Town
Creative Director Conn Bertish
Art Director Tim Harris
Copywriter Shawn Roos
Released May 2010

Credits & Description

Category: iii. Premium Brand
Advertiser: BRANDHOUSE
Product/Service: SMIRNOFF TRIPLE DISTILLED VODKA
Agency: JWT CAPE TOWN
Date of First Appearance: May 15 2010
Entrant Company: JWT CAPE TOWN, SOUTH AFRICA
Creative Director: Conn Bertish (JWT - Cape Town)
Art Director: Tim Harris (JWT - Cape Town)
Copywriter: Shawn Roos (JWT - Cape Town)
Media placement: Packaging - Outlets - 15 May 2010

Describe the brief from the client
Mashup Street was a global Smirnoff Experience combining South Africa’s diverse street cultures to create a New Street Order, taking place on the streets of South Africa in 2010.

As part of the larger campaign, Smirnoff was looking for packaging to reflect Mashup Street’s unique concept.

Describe the challenges and key objectives
Smirnoff had lost its cool factor in South Africa. It needed to overturn this convention.

It was up to Smirnoff Experience 2010 to reclaim this originality and edginess and motivate the consumer to once again love and respect Smirnoff as the number one iconic release brand.

Describe how you arrived at the final design
By mashing up and combining the street cultures of South Africa we created Mashup Street, a place where hip hop met goth, afro met preppy, rock met kwaito, punk met house and electro met biker.

We got five of South Africa’s hottest designers to interpret our unique street culture mashups and create limited edition Smirnoff packs, bringing Mashup Street to life. After working closely with the artists, the packs began to emerge as real and cutting edge artistic representations of Mashup Street, exactly what our consumer was looking for.

Give some indication of how successful the outcome was in the market
The packs instantly became highly sought-after collectors items and centrepieces for Mashup Street’s iconography. As a result, artist edition bottle packs have become a benchmark in Smirnoff’s campaigns on a global level.

The packs were integral in promoting Mashup Street and helped it become the most extraordinary Smirnoff Experience to date. The packs also boast contribution to over half a million page impressions in a couple short months and more than 20,000 new database members during the campaign.