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.

Tell the jury about the interactive / dynamic component 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 created every day inspired by what was happening in the world of social media that day. From TikTok trends to celebrity scandal. Movie releases to season finales. Events, announcements and memes. The 100 executions were conceptualised, uploaded and dynamically dispatched to large format DOOH 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 weather events and unanticipated things going viral.