Smirnoff Explore the Night - by J. Walter Thompson Cape Town
JWT Cape Town was tasked with the challenge to conceptualise the marketing campaign and creative platform that would appeal to the tech-savvy, urban 20-something South African consumer, a campaign that embodies what it means to be young, up for anything and eager to embrace night-time adventures with a group of friends.
The objectives of the campaign were to increase awareness and cultivate an emotional connection between consumers and the product (SIDBWG), without sounding, looking and feeling like every other brand targeting this consumer. Instead of telling consumers what's cool, what to do and where to go, the brand would rather showcase what our consumers were already doing, and enhance their night-time experiences.Smirnoff Ice Double Black With Guarana.
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