• by Tameka Kee , May 11, 2007

Smirnoff Vodka has launched a new multi-platform campaign, entitled "Signature," with digital components created by AKQA.

Traditional agency JWT kicks off the U.S./Canada campaign with TV spots that trace the vodka brand's journey across the globe, as well as a longer cut to air in movie theaters. Both versions end with a tagline that encourages viewers to visit the Web site. Once there, they are invited to create a video in the same style as the Smirnoff Signature commercial, but a personalized version that they can download, send to mobile phones and post to YouTube.

"We thought of allowing users to share these videos with friends on YouTube as a way to have Smirnoff be part of their community, instead of forcing them to be part of ours," said Damian Claassens, creative director, AKQA.

In the Smirnoff Legacy section of the site, an interactive version of the ad will delve deeper into the brand's history. Users will learn facts about the vodka while answering relevant questions about milestones in their own lives. AKQA has also been commissioned to develop out-of-home creative such as digitized billboards and kiosks.

The Smirnoff site also features a module for Number 21, Smirnoff's premium product. Rich media, featuring "bullet-time" sequences and custom voiceovers, create what AKQA describes as "a high impact visual experience."

Shortly after the U.S. and Canada launch, AKQA will also provide interactive components to a global event program featuring large-scale celebrations in Moscow, Paris, Shanghai and New York.