Svedka Vodka: Banner Ad Curse by Bensimon Byrne
The Drum Creative Awards are here to fly the flag for creativity in the midst of the digital revolution
Svedka Vodka has introduced its creepiest Halloween campaign yet with banner ads that haunt and taunt you everywhere you go.
The Svedka Banner Ad Curse is fuelled by the insight that banner ads are incredibly creepy – following you around like a stalker and reminding you that your every move is being watched, measured, and weaponized for advertising.
The campaign, created by Toronto agency Bensimon Byrne, starts by serving up the 'Curse Video,' a forced-view pre-roll video that once seen subjects the viewer to an onslaught of digital ads that target and retarget them with creepy messages and delicious Svedka Vodka cocktails.
Curse messages are based on information that the ad knows about you – if you’re up late, on your phone or tablet, watching a video. If you post good things about other vodkas, post a pic of your sexy devil costume, or even go into private browsing mode.
People can break the curse and be free of the banners by visiting the Svedka Vodka site and sharing the only thing more despicable than that of retargeting banners: clickbait news articles.
Svedka Halloween Curse Campaign
Client: Constellation Brands Inc; Svedka
Vice President Marketing, Spirits: Carl Evans
Brand Director, Spirits: Vicky Arcos
Director, Public Relations: Meryl Van Meter
Associate Brand Manager: Karen Parente
Creative Agency: Bensimon Byrne
Creative Directors: Dan Strasser, Joseph Bonnici
Writer: Matt Doran
Art Director: Chris Brown
Producer: Caroline Clarke
Group Account Director: Chris Roop
Business Lead: Danielle Iozzo
Program Director: Katelyn Porter
Project Manager: Hana Yazdani
Creative Technology Lead: Patrick Schroen
Media Agency: Bensimon Byrne
Media Director: Thomas Shadoff
Digital Media Lead: Jennifer Will
Media Project Co-ordinator: Melanie Stevens
Programmatic Lead: Christine Benoit
Programmatic Optimization Manager: Nayab Mali
Editorial Company: Wingman VFX
Executive Producer: Samantha Simpson, Jenna Edwards
Motion Graphics: Lev Bravo
Sound Design/Music: TA2 Sound + Music
Executive Producer: Dana Gadsden
Audio Director: Steve Gadsden
Engineer: David Clarke