Smirnoff Promo, Case study METRO POLYGLOT by J. Walter Thompson Sao Paulo

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Industry Vodka
Media Promo & PR, Case study
Market Brazil
Agency J. Walter Thompson Sao Paulo
Creative Director Roberto Fernandez | Ricardo John | Andrea Siqueira, Roberto Fernandez David
Art Director Tomás Soares
Copywriter Ana Cavalcanti E Guilherme Nesti
Released September 2010

Credits & Description

Category: Best Use of Print
Advertiser: DIAGEO
Product/Service: SMIRNOFF
Date of First Appearance: Sep 22 2010
Entrant Company: JWT BRAZIL, São Paulo, BRAZIL
President/Chief Creative Officer: Mario D’Andrea (JWT)
Creative Director: Roberto Fernandez (JWT)
Creative Director: Andrea Siqueira (JWT)
Art Director: Tomás Soares (JWT)
Copywriter: Guilherme Nesti (JWT)
Account Director: Fernanda Antonelli (JWT)
Account Team: Rafael Oliveira (JWT)
Account Team: Fernanda Papaleo (JWT)
Head of Media: Ezra Geld (JWT)
Media Director: Renata Valio (JWT)
Media Team: Carolina Gavazzi (JWT)
Media Team: Priscila Napolitano (JWT)
Media Team: Najela Claro (JWT)
Head Of Planning: Ken Fujioka (JWT)
Planner: Paulo Macari (JWT)
Planner: André Troster (JWT)
Produccer: Fabio Sato/Flávio Colella/Maira Chinaglia (JWT)
Client Supervisor: Piero Franceschi (Diageo)
Media placement: Newspaper - Metro - 22/09/2010

Insights, Strategy & the Idea
SMIRNOFF Nightlife Exchange is a worldwide nightlife exchange.
So, in order to prepare the public, nothing better than getting them used to this mixing of Cultures in their routine.

Creative Execution
On September 22, 2010, readers of the Metro newspaper had a big surprise: the first-page news was in Arabic, English, Polish or German.

Results and Effectiveness
To enable this, translators were placed on duty at the newspaper's newsroom on the evening before. With the project, not only did we impact readers, but we also clearly communicated the concept of the event to everyone.