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Smirnoff
Smirnoff #MySoundCounts

RAN IN: Lebanon

CLIENT
Diageo Lebanon

AGENCY
Leo Burnett Beirut *Lead Agency


MSL BEIRUT


SUMMARY

Millennials will soon be the generation with the highest purchasing power. However, they don’t respond to traditional brand centric advertisement. Smirnoff has low awareness within this audience. In order to raise awareness and actually be relevant to millennials we decided to create the first dance track of the people for the people. We understood that music would be the best medium to transmit our idea in a way where the track itself can infiltrate bars/personal playlists/airwaves/clubs. People rallied behind the #mysoundcounts platform to further make their voices heard.


Hero Medium: BRANDED CONTENT

Audience: Young men and Women

Objectives: Build brand equity

Type: Business-to-Consumer

Language: English