See a Different Side to Africa In Pumping Partying Smirnoff Spot

The world’s number one vodka brand, Smirnoff, is launching Ice Double Black and Ice Double Black Guarana in Africa, with a campaign created in collaboration with 72andSunny Amsterdam. The campaign, called ‘The Double Side’, celebrates the young African men who turn the ordinary into the extraordinary by making their everyday lives and usual spaces double as something unexpected.

‘The Double Side’ integrated campaign consists of film, print, OOH, point of sale and radio activity as well as digital track downloads. In addition, the campaign will invite young men to show their own ‘Double Side’ in local activations and parties that turn unexpected locations into great nights out.

The initiative kicked off with a joint cultural immersion project which took Smirnoff and 72andSunny Amsterdam to the streets, clubs, homes and favourite hangouts of young men in East and West Africa, to get an unfiltered understanding of the continent’s bold male attitude.

The result is a series of film pieces that follow three stylish characters on a journey through the bustling streets of an African city. Turning barbershops into dance floors, boxing rings into stages and conveyor belts into catwalks on their way through the city, ‘The Double Side’ campaign celebrates the incredible swagger and inventiveness of African men.

Launching in late September, the campaign is targeted at young adult males and consists of three films. These will be used to support the launch of both Ice Double Black in a bottle and Ice Double Black Guarana, available in a can. The films will be screened both online and on TV across all the key African markets.

Shot on location in Accra, Ghana, by Stink’s Martin Krejci, the film merges documentary and music video styles to create a unique African story. Featuring a cast drawn from both sides of the continent, the film series features a Kenyan Boxing Champion, rising Ghanaian rap stars, Nigerian dancers and dozens of street characters to capture the authentic texture of African life.

The film kicks off a cultural collaboration with artists from Kenya and Nigeria, inviting them to show the Eastern and Western roots of the film’s original soundtrack, ‘We Don’t Care’ by Audio Bullys. The resulting tracks will be released on radio, shared with local DJs and available for download across the continent.

Liz Ashdown, Regional Brand Director, of Smirnoff Africa says: “Africa is one of the most exciting markets in the world at the moment. It has a vibrancy and confidence running through its veins that makes it distinctly different to other markets across the world. The journey of cultural immersion that we undertook with 72andSunny Amsterdam was fundamental to understanding the intrinsic energy of this culture, and how we could enliven the imagination of African consumers.  The excitement and vibrancy of these films is testament to the value of this experience, truly capturing the essence of the energetic African spirit.”

Nic Owen, MD, 72andSunny Amsterdam says: “‘The Double Side’ campaign chimes perfectly with the spirit of young Africa and nails the effortless good times that Smirnoff as a brand is all about. We're excited to get it out there.”