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Smirnoff: #BeyondTheGrid

THE CHALLENGE: Smirnoff's new positioning of being 'Exclusively for Everybody' didn't fit too well with their sponsorship of the super elite, glamorous world of F1. THE IDEA: We went #BeyondtheGrid with a real time content series that debunked the image of F1 supporters all being VIPs hanging out on their luxurious yachts. Our irreverant hosts sought out the real fans, the people behind the team and under the helmets. EXECUTIONS: Launch event, Real time content series across YouTube, Twitter Facebook and Instagram. Content was created throughout the race weekend, edited and uploaded while interest was at it's peak. Videos, images and tweets were shared by Smirnoff, Force India and the drivers. All interacting with fans via Facebook, Youtube and Instagram.

Project Roles
Creative Director
Iris Worldwide
Creative Direction, Design
Social Media Content
Project Industries
Packaged Goods
Smirnoff: #BeyondTheGrid