smirnoff ice / social campaign
Smirnoff ICE wanted millennials to ditch beer on gameday.
A tall order from a malted beverage. Nevertheless we persisted by speaking to a more inclusive spectrum of football fans who might be open doing gameday differently. That’s why we made sure to include the hardcore football fans but also the more casual football fans, and even the fans like me – that maybe aren't really football fans but heard there might be food at this thing …
Agency: 72andSunny NY
Creative Directors: Mikio Bradley, David Goss
Art Director: Frank Benavides