Year two of Smirnoff Sound Collective was always going to be an exciting challenge.

Already having secured the best line up ever for a free music event in the UAE having managed the end-to-end booking process, the event is set up to once again set the bar for a free music event. 

It is not often you get to be involved with true product innovation, especially in FMCG.

With Ketel One Espresso machines being produced it solved a major issue bars have in deliver a high quality product, quickly for Spirits. We developed a online content plan to highlight this major innovation, built a recipe and liquid that was consistently better than a handcrafted Espresso Martini and worked in partnership with the UAE's leading venues to promote this unique offer.

This has ultimately lead to major listings in competitor venues and significant volume growth for the Espresso Martini cocktail and Ketel One collectively.

Smirnoff Sound Collective is the largest experiential activation ever for Diageo.

Ideated and planned from scratch Smirnoff Sound Collective was developed as an answer to drive footfall and revenue for one the world's largest bars, Barasti Beach.

Smirnoff Sound Collective was a ten week multi-media campaign generating over 25 million media impressions at an engagement rate six times that of normal industry standards. This drove over 32,000 people to attend the three day EDM festival and is held up as best in class both in the region and globally for how brands execute music events.

An incredible event, with even better results.

Challenged by Stoli International to win with Millenials, Stoli Social Club is campaign to do just that.

Spanning digital, experiential and permanent installations across the UAE Stoli Social Club has re-written how to do things differently in a very crowded Vodka space. Using classic arcade games as a core theme throughout all activations, we have now redeveloped the online content to show case alternative culture in the Middle East.

This approach has lead to a number of key contract wins and significant equity improvement allowing Stoli to command a significant price premium versus its competitors while growing exponentially. 

Stoli Premium has always been the first, the original to do many things in an incredibly crowded premium Vodka segment.

We asked ourselves how can we pour high volume, consistent and quality cocktails? This is a major issue with On Trade staff with little to no training, in a high volume environment.

Our answer was this, a high impact draught fount using pre-batched cocktail with a recipe engineered to improve profitability for our largest Customers.

A win, win scenario. And the results prove just that, greater than 800% growth in activated venues versus baseline venues. Not bad.

Having had extensive experience in building key opinion leader programs in the real world, the time had come to move into the digital world.

This Smirnoff campaign was created to use the voices of ‘amplifiers’ on the Instagram medium, as opposed to traditional Key Opinion Leader, word of mouth activities.

The aim was to drive awareness of Smirnoff Sound Collective to generate footfall and revenue across the weekend.

And it did, nine creators delivered twenty posts for a campaign reach over 350,000 impressions at 3.5% engagement.

This campaign played a key role in 32,000 event attendees and over $800,000 USD in revenue for one of the worlds largest bars.

The Ciroc My Arrival campaign was a collaborative content partnership with Harper's Bazaar and Esquire.

The campaign was developed to highlight the success stories of some of the UAE's tastemakers and a chance to drive awareness of Nikki Beach's opening in Dubai, a key partner venue for Ciroc. 

The Originals is a long format content series extension to Stoli Social Club. 

A story to be told by a handful of people leading to define and build the UAE's creative sub-cultures. In the first instalment, Drawdeck a small business curating hundreds of artists creations directly to consumers and now commercial comissions discusses how their business came about and what their understanding of originality is.

325 year of anything is to be remembered, but 325 years of exacting craftsmanship in one family should be celebrated around the world.

Ketel One's distillery turned 325 years old and to celebrate a cheers was had around the world. A brunch was had with a bespoke food menu, expertly matched to cocktails to match the course from aperitif to desert cocktail.

The event was awarded a best in class award by the global brand team and allowed us to host a key trade customer at the distillery experience further extending the power of investment.

Having worked directly for SABMiller for a number of years, Peroni Nastro Azzurro was always at the heart of their success. 

Vivi Peroni was an extension of a key opinion leader strategy. By hand picking four personalities from fashion, design, cuisine and lifestyle we were actively trying to educate consumers on the meaning of Italian style. 

Each ambassador had a collaborative project built and captured to deliver one of the first promoted content strategies in the United Arab Emirates. 

A handcrafted personal dinner, an La Dolce Vita inspired editorial, a capsule collection and bespoke design all built a campaign to be remembered.

The idea of beer based cocktails, was not new, however was becoming a real opportunity, especially for a beer brand with Italian provenance. 

We expanded the Peroni Infusions idea to consumer facing content to help position Peroni away from many of the major commercial beer giants. Here we highlighted the provenance through careful selection of ingredients and processes which paid homage to rich heritage of the Peroni Nastro Azzurro brand. 

In the Middle East many consumers crave authenticity and the Foster's Backyard was our response. 

Recreating the idea of a pub garden that can be popped up at major events to create an experience that could be genuinely had at many pubs or bars across Australia. This activation helped build depth into Foster's, a brand which had historically only projected a very superficial understanding of what being Australian was in media campaigns.

This activation also drove significant commercial results with many large scale events as something that helped secure sponsorships that produced large volume.

Ciroc is a challenger brand up against Grey Goose and Belvedere, iconic luxury brands throughout the world.

Through careful and considered investment in trendsetting venues, Ciroc has stolen major share from these two brands and has been a key factor of Diageo's ambition for better drinking (generating value, over volume).

This approach ultimately lead to major commercial contribution for the entire Diageo Reserve range, that has continued to pay dividends.

The strategic approach and execution was also awarded with "BTL at Scale" commendation via Diageo.

The Stoli elit Art of Martini competition was developed to find the the most talented beverage artists in the region and have them produce the best possible Martini they could.

We developed a unique twist on the global execution with top 10 submissions have their own online video produced for their networks to vote on via unique views. This generated over 10 million organic video views across the world and helped generate significant awareness for elit, one of its major challenges.

Following on from the online selection process we had the final four produce batchable Martinis available free of charge to over 1,000 attendees to help build consumer trial through the regions best bartenders.

A majorly successful campaign, that continues to produce value for Stoli elit in 2018.