Fb-logo-2000x2000
Twitter-logo-2000x2000
Linkedin-logo-2000x2000
X

You can view videos online by purchasing a subscription. Videos are not available for download. Some cases only have a video. If there is no written PDF, only the video is available for the case. Subscribe here

X

  • Slide 0
  • Slide 1
  • Slide 2
  • Thumb 0
  • Thumb 1
  • Thumb 2

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. To actually be relevant to millennials we decided to create the first dance track of the people for the people. We understood that millennials crave most to express themselves and shape a better environment. Over three weekends we recorded the sounds of the Lebanese nightlife in an uncensored and unscripted manner. People rallied behind the #mysoundcounts platform to make their voices heard.

CASE VIDEO


Hero Medium: BRANDED CONTENT

Audience: Young Men & Women

Objectives: Build brand equity

Type: Business-to-Consumer

Language: English