ABOUT

We were asked to create an engaging and original Smirnoff experience, something to fire up consumers’ imaginations and bring the ‘clearly original’ Smirnoff positioning to life. We decided to leverage Smirnoff's distinctive Russian heritage, and do what every wannabe gangster would do: start an espionage-style organisation. 

People used the organisation and missions as a platform to network. Through their missions, consumers actually did the majority of the recruitment and promotion themselves.