Everyone's Invited Diageo Smirnoff
The reality for many global brands these days is that creative concept is established at the centre and then rolled out regionally around the world. Often this can lead to brand communications that tend towards the bland and certainly lack strong culture relevance in the outlying markets.
This is an example of a global concept that added strong local cultural relevance to when we produced it locally. We think it’s as strong, if not stronger, than any of the global work.