Smirnoff: NIGHT GRAFFITTI, 2

Credits & Description:

Advertiser: DIAGEO
Agency: WIEDEN + KENNEDY
Category: Social Media & Viral Marketing
Advertising campaign: NIGHT GRAFFITTI
Agency Producer: Estela Pereira (Wieden+Kennedy São Paulo)
Executive Creative Director: Guillermo Vega (Wieden+Kennedy São Paulo)
Copywriter: Carolina Velloso (Wieden+Kennedy São Paulo)
Art Director: Gabriel Guedelha (Wieden+Kennedy São Paulo)
Executive Creative Director: Icaro Doria (Wieden+Kennedy São Paulo)
Head Of Art: Pedro Izique (Wieden+Kennedy São Paulo)
Agency Producer: Gabriel Dagostini (Wieden+Kennedy São Paulo)

Outcome
Our audience got engaged and inspired by the project, using social media to start conversations about the street art they found. An online making of video was made and shared through social media, boosting the conversation about the project.Night Graffiti was placed in areas of great visibility and transit. Impacting around 1.1 million people in the streets. More than 900,000 people got engaged with the project generating relevant conversation on social media.The graffiti also generated spontaneous media. Hundreds of relevant blogs and sites around
 the whole world commented about the project.

Execution
In the city where at every corner you find amazing graffiti, we managed to stand out and catch people’s attention, showing a new way to make street art. Nothing would be more suitable for our night timer audience than a exhibition that could only be seen at night.Night Graffiti accomplished more than giving life to the city's streets at night, it inspired and invited people to always seek for something new.

Client Brief Or Objective
Smirnoff had a new brand position “Don’t wait for Extraordinary. Make it.”, and our challenge was to inspire our young audience to make something different and interesting themselves.

Implementation
We created an open air art exhibition, spread out through the city with graffiti that revealed itself only at night.The graffiti was made with special fluorescent paint that appeared only when exposed to black light. These light were activated randomly, through an electronic timer, revealing a series of paintings with the theme Creatures of the Night. As people passed by in the streets, they were surprised by bright glowing street art popping up from what before looked like an ordinary blank wall.