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72andSunny, Amsterdam

To launch Smirnoff's new Double Black vodka in Africa, we had to overcome the challenge that our male target audience traditionally associated Smirnoff as a "ladies drink". Our solution was to uncover and leverage a unique truth- that African males often double up their homes and workplaces as something completely different after sundown.

Fun Fact The high-energy campaign launched in Kenya and was so successful, Kenyan males managed to drink Africa's entire supply of Double-Black, delaying the Nigerian launch. Bit selfish.

The campaign film launched in clubs, online and on TV. Other campaign elements included: online-videos, OOH, POS, social and branded events.

In Kenya, the film track became so popular, we commissioned famous Kenyan musician MadTraxx to remix it and share his progress on social-media.

You can’t make a campaign for Africa without first understanding the beautiful continent. So we visited and immersed ourselves in the culture of Nairobi and Lagos, drank with the locals and took an insane amount of photos. The result included designing and printing 100 ‘double sided’ zines that were used as culture reference by our team and Diageo global. 

The Kenya Side

The Nigeria Side

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