Smirnoff turns selfies into cocktails for a winter competition

  • Advertising
  • August 2, 2016
  • StopPress Team
Smirnoff turns selfies into cocktails for a winter competition

Smirnoff and Young & Shand made the most of Kiwis' love of selfies and snow in a new 'Pure Potential' campaign, which saw photos recreated in a cocktail during a Facebook Livestream.

For the chance to win a winter Mardi Gras experience in Ohakune, Kiwis were encouraged to uploaded a selfie to the competition and of the 600 entries, six finalists were selected and their photos used to inspire a cocktail made by a mixologist during two livestreamed videos.

Smirnoff brand manager Hannah Webb said in the release, Smirnoff knew its millennial target market loved cocktails (almost as much as they love to take selfies), “so the combination of the two delivered through a livestream was an exciting idea”.

Adding to the excitement was the host and mixologist not seeing the selfies until the livestream started. Using the photo's atmosphere and colours as inspiration, the creations included: 'The Green Lantern', 'The Mule Kick', 'The Dark Night', 'The Winter Bear', 'Bring on Winter', 'The Rock Pool'.

The winning 'Bring on Winter' cocktail was inspired by a selfie in the snow made of Smirnoff, toasted oats, fresh juiced apples, cinnamon, lemon peel and sugar.

Young & Shand creative director Tim Wood said there were no scripts, no second takes, just one chance to make six cocktails with no idea what was actually going to happen.

The task brought with it some challenges and Wood said while the hard part for most campaigns was coming up with the idea, that was only the beginning for ‘Smirnoff Selfie’.

Because it was a livestream execution, the first instinct would be to shoot it on a mobile, however, Young & Shand didn’t want to deliver a poor video experience to the punters. To overcome that, its dev team hacked into Facebooks API and managed to plug a full editing desk into the back of a livestream. That gave the team multiple cameras, high quality audio and onscreen supers.

Webb said it was a nerve wracking experience knowing that literally anything could happen on-screen with the cameras rolling, but she credited the host and mixologist for an “amazing job of thinking on their feet" and producing some stunning cocktails as a result.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Is consolidation the way of the future?

  • Advertising
  • January 18, 2019
  • Caitlin Salter
Is consolidation the way of the future?

The tail end of 2018 brought with it some major announcements between media companies and the booming out-of-home market. Nearly two months since NZME and Go Media enacted their partnership and MediaWorks and QMS Media announced their proposed merger, we have a chat with media agencies to see whether the latest developments are a sign of things to come.

Read more
Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit