Insight: People believe that they need to drink for an excuse to act sillier and bolder than usual. Being sober is usually associated with boring, quiet nights in.

Idea: Flip the script. Smirnoff wants to flip the script on what sober nights look like – they can be just as wild as drunken nights. With Smirnoff Spark, you are able to have the same fun with the same high energy as you would do drunken-ly with your friends. This is proof you don’t need proof.

Out of Home

ACTIVATION: Attached to each 6 pack of Spark drinks will be a limited edition Fujifilm disposable camera to encourage customers to capture their memorable sober nights with our new drink.

Art Direction: Alicia Chiang

Copywriting: Rebecca Stotsky