Smirnoff Ice Double Black With Guarana - "Explore the Night"

J. Walter Thompson Cape Town

J. Walter Thompson Cape Town Cape Town, South Africa

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Title	Explore the Night
Agency	J. Walter Thompson Cape Town
Campaign	Explore the Night
Advertiser	Brandhouse
Brand	Smirnoff Ice Double Black With Guarana
Date of First Broadcast/Publication	2014 / 10
Business Sector	Pre-Mixed Cocktails
Story	JWT Cape Town was tasked with the challenge to conceptualise the marketing campaign and creative platform for Smirnoff Ice Double Black With Guaranathat would appeal to the tech-savvy, urban 20-something South African consumer, a campaign that embodies what it means to be young, up for anything and eager to embrace night-time adventures with a group of friends. The objectives of the campaign were to increase awareness and cultivate an emotional connection between consumers and the product (SIDBWG), without sounding, looking and feeling like every other brand targeting this consumer. Instead of telling consumers what's cool, what to do and where to go, the brand would rather showcase what our consumers were already doing, and enhance their night-time experiences.
Media Type	Web Film
Length	60 seconds
More Information	www.explorethenight.com
Executive Creative Director	Jonathan Lang
Creative Director	Gareth Pretorius
Copywriting	Jonathan Commerford
Strategy Director	Misti Watson
Client Services Director	Paul Grater
Account Director	Larry Leyden
Agency	J. Walter Thompson MEA