Infamous Since 1864
Every brand has secrets that they’d rather not reveal, but often this is part of what makes them unique. So, facing a crowded vodka market, Diageo did the most mischievous thing it could think of. It told the cold, hard truth. This global campaign shared the story of deception, revolution, exile, and resurrection, of deliciously mischievous characters and original concoctions. It helped reverse a decade-long decline in Smirnoff sales, leading to growth for the for the first time in 10 years.
- Art DirectionArt Direction for Film Advertising
- Sound Design & Use of MusicAdapted Music
Country
- United States
Production Company
- MJZ New York
Client
- Diageo
Executive Creative Director
- Justine Armour
Creative Director
- Micah Walker
- Hugo Bierschenk
- Dean Woodhouse
Designer
- Ilana Wolstein
Copywriter
- Fanny Josefsson
Director of Production
- Lora Schulson
Group Production Director
- Ryan Chong
Junior Producer
- Caitlin Culhane
Film Producer
- Jonny Weiss
Executive Strategy Director
- Kelly Schoeffel
- Tim Jones
Strategy Director
- Elena Ionita
Sr. PAL Manager
- Elsa Mitsoglou
Global Vice President
- Stephen O'Kelly
Senior Copywriter
- Brock Kirby
Director
- Rupert Sanders
President Executive Producer
- David Zander
Executive Producer
- Erica Thompson
- Kate Leahy
Director of Photography
- Jess Hall
Editor
- Trish Fuller
- Neil Smith
Editorial
- Work
Post Production Company
- Blacksmith
Colorist
- Mikey Pehanich
Music Company
- KOM
Composer
- Philip Kay
Producer
- Andy Oskwarek
- Ashley Goodwin
- Vicky Ferraro
Artist
- El Michel's Affair
Sound Design
- Wave
Founder Creative Co-Chair
- John Boiler
Global Marketing Director
- Neil Shah
Advertising Agency
- 72andSunny New York
Group Account Director
- Diana Gonzalez
Account Manager
- Kamran Gossieaux
PAL Coordinator
- Jennifer Sefa-Boakye
Senior Project Manager
- Juliana Orozco
PAL Director
- Christina Rust
- Quentin Perry
Line Producer
- Laurie Boccaccio
Production Designer
- Phillip Ivey
Assistant Editor
- Chris O'Brien
- Audrey Weiner
Edit Producer
- Chris Delarenal
Flame Artist
- Joey Deady
- Iwan Zwarts
Sound Design & Mix
- Chris Afzal
- Aaron Reynolds
Every brand has secrets that they’d rather not reveal, but often this is part of what makes them unique. So, facing a crowded vodka market, Diageo did the most mischievous thing it could think of. It told the cold, hard truth. This global campaign shared the story of deception, revolution, exile, and resurrection, of deliciously mischievous characters and original concoctions. It helped reverse a decade-long decline in Smirnoff sales, leading to growth for the for the first time in 10 years.