Ice in real life

In 2021, as the world began to emerge from the shadow of lockdown, Smirnoff seized the opportunity to reignite an iconic drink: Smirnoff Ice. With Design Bridge shaping a fresh look and revised brand visuals, my team and I were entrusted with creating the campaign that would launch this revitalised product.

We didn’t just design assets; we tapped into something much deeper—nostalgia. We reconnected with the essence of what Smirnoff Ice had represented for a generation: spontaneous moments, laughter, and, above all, real-life connections. After two years of isolation, our memories of those shared experiences were more vivid than ever.

This wasn’t just a campaign about a drink; it was about a celebration of friendship and the joy of reconnecting in the real world. I crafted a content structure that put Smirnoff Ice directly in the hands of a generation craving authentic human connection—a powerful visual of what it meant to come together again after the long separation of lockdown. This wasn’t just a launch; it was a call to make new memories, to relive old ones, and to truly cheers to the moments that matter most.

This campaign had to run across Denmark, Netherlands, Germany and parts of northern and eastern europe - so we had to create a campaign that captured the spirit of the idea but was able to adapt to the nuance of language and these markets respectively.