Diageo Brief
Smirnoff SMASH

D&AD SHIFT new york with google
2024

roles
— arT DIRECTOR
— Strategist
— gRAPHIC designer
— assistant copywriter

OPPORTUNITY 
Gen-Z’s legal drinking crowd have found ways to resonate with the lifestyles of competitor brands, Mike’s Hard Lemonade and White Claw. Leaving Smirnoff Ice SMASH with the task of identifying it’s own cultural space that resonates authentically with both the brand and it’s audience. 

OUR APPROACH
We found that the best way to unite SMASH and Gen-Z was through their shared experience of being “caught in the middle” — one between competitors and the other, between generations. By leveraging SMASH’s ability to create unique flavor pairings,  we present
“In The Mix” — a nationwide tour of blended experience activations that appeal to the spontaneity and unconventionality Gen-Z naturally loves. 

AWARD
PITCH WINNER
Issued by Diageo Team

COLLABORATORS

DANIEL RANDALL
Art Director / Producer
KEV CLARKE
Copywriter

CINDY “FLO” BEIN-AIME
Strategist / Copywriter

CHRISTINA JONES
Strategist



With special thanks to
Hania Midura



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Diageo Brief
Smirnoff SMASH

D&AD SHIFT new york with google
2024

roles
— arT DIRECTOR
— Strategist
— gRAPHIC designer
— assistant copywriter

OPPORTUNITY 
Gen-Z’s legal drinking crowd have found ways to resonate with the lifestyles of competitor brands, Mike’s Hard Lemonade and White Claw. Leaving Smirnoff Ice SMASH with the task of identifying it’s own cultural space that resonates authentically with both the brand and it’s audience. 

OUR APPROACH
We found that the best way to unite SMASH and Gen-Z was through their shared experience of being “caught in the middle” — one between competitors and the other, between generations. By leveraging SMASH’s ability to create unique flavor pairings,  we present
“In The Mix” — a nationwide tour of blended experience activations that appeal to the spontaneity and unconventionality Gen-Z naturally loves. 

AWARD
PITCH WINNER
Issued by Diageo Team

COLLABORATORS

DANIEL RANDALL
Art Director / Producer
KEV CLARKE
Copywriter

CINDY “FLO” BEIN-AIME
Strategist / Copywriter

CHRISTINA JONES
Strategist



With special thanks to
Hania Midura



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