Cultural / Context information for the jury

All drink concepts were created from local cultural insights, but the following may not be known to an international audience. - New Zealand’s system to announce restriction changes based on Covid-19 situations was called ‘The Traffic Light System’. - New Zealand’s Annual ‘Bird of the Year’ competition was controversially won by the long-tailed bat.

Please outline the innovative elements of the work

To prove that inspiration for new drinks can come from anywhere, in 2021 Smirnoff created 100 drinks made with social ingredients for 100 days in a row. A different drink shaken, stirred, and displayed in OOH each day inspired by what was happening in the world. From TikTok trends to weather events. Movie releases to season finales. Events, announcements and scandals. The 100 executions were conceptualised, dispatched, and uploaded to large format digital OOH sites nationwide on a daily basis. The process was often faced with very short turnaround times due to the topic the drink was referencing – such as torrential rain throughout the country.