Leo Burnett unveils Smirnoff Black campaign for Australia
Leo Burnett has designed an integrated campaign for the launch of Smirnoff Double Black vodka for client Diageo in Australia.
The campaign launches with a 90 second TV spot debuting this weekend, as part of an $8 million integrated campaign, to include “mass scale communications across cinema, outdoor, print, online, in-store and on-premise communications as well as PR and experiential activity”.
"Smirnoff Double Black vodka is the most significant development in the vodka market in recent years and putting it simply, we want an integrated marketing campaign to reflect that,” said Adam Ballesty, marketing director, Diageo Australia.
“Our campaign communicates the feeling consumers get when they make a bold arrival, and ultimately shows how they can be confident, break free from judgement and step up with Smirnoff Double Black."
The spot was directed by Emmy Award nominee Garth Davis.