Smirnoff Ads for Artist
We turned $1M in ad space into a launchpad for Australia’s next music stars.
Smirnoff Ads for Artist
We turned $1M in ad space into a launchpad for Australia’s next music stars.
We took $1M+ of Smirnoff's media budget and gave it directly to the artists.
Smirnoff needed genuine meaning in a category drowning in sameness. Every vodka brand was buying visibility. We needed to earn something deeper. The insight was simple: instead of buying advertising space, give that space to the people your audience actually cares about.
Ads for Artists redirected over $1M in media spend to platform 12 emerging Australian musicians, curated by ARIA chart-toppers The Jungle Giants, with their tracks running across Smirnoff's Spotify, YouTube, Instagram, Snapchat, and outdoor billboards. Artists were paid above-industry-standard licensing fees. Smirnoff became the stage rather than the sponsor.
The platform extended through Origins, a second chapter that deepened the relationship between the brand and the artists shaping Australian music. The results: 22.6M reach. 1,412% over KPI. A campaign that earned attention by genuinely giving something, rather than asking for it.
We took $1M+ of Smirnoff's media budget and gave it directly to the artists.
Smirnoff needed genuine meaning in a category drowning in sameness. Every vodka brand was buying visibility. We needed to earn something deeper. The insight was simple: instead of buying advertising space, give that space to the people your audience actually cares about.
Ads for Artists redirected over $1M in media spend to platform 12 emerging Australian musicians, curated by ARIA chart-toppers The Jungle Giants, with their tracks running across Smirnoff's Spotify, YouTube, Instagram, Snapchat, and outdoor billboards. Artists were paid above-industry-standard licensing fees. Smirnoff became the stage rather than the sponsor.
The platform extended through Origins, a second chapter that deepened the relationship between the brand and the artists shaping Australian music. The results: 22.6M reach. 1,412% over KPI. A campaign that earned attention by genuinely giving something, rather than asking for it.
