Challenge: Smirnoff is the world's best-selling vodka, yet its affordable price and long association with youthful drinking culture can overshadow the quality behind the brand. How can Smirnoff shift perceptions and make its vodka feel as elevated as it actually is?

Insight: Drinking has become unnecessarily expensive, complicated, and wasteful. From buying multiple ingredients and glass bottles to carrying everything around and cleaning up afterward, the experience often requires more than the moment itself.

Idea: Smirnoff brought everything you need for a drink together in one elevated, portable, reusable 3-compartment system. In a day and age where we've made drinking way more complicated than drinking actually is, Smirnoff is here to simplify it.