Smirnoff Origins
We brought Australia’s biggest acts back to their roots and gave new talent the stage.
Smirnoff Origins
We brought Australia’s biggest acts back to their roots and gave new talent the stage.
As live music venues shut down post-lockdown and a generation of artists lost their stage, Smirnoff doubled down on its commitment to music.
Building on the cultural impact of Ads for Artists, we launched Smirnoff Origins — a national gig series that took Australia’s biggest acts back to the grassroots venues where they got their start, supported by the country’s most exciting new talent.
From The Presets selling out Sydney’s iconic Lansdowne Hotel in 30 minutes to Crooked Colours returning to Brisbane’s The Brightside, the one-night-only shows celebrated the role of live music in shaping future stars. The results spoke volumes: 67.4M+ OTS (2,147% over KPI), 277 pieces of content (669% over KPI), 100% positive sentiment, and a 9.13% average influencer engagement rate (356% above benchmark) — proving Smirnoff didn’t just show up in culture, it shaped it.
As live music venues shut down post-lockdown and a generation of artists lost their stage, Smirnoff doubled down on its commitment to music.
Building on the cultural impact of Ads for Artists, we launched Smirnoff Origins — a national gig series that took Australia’s biggest acts back to the grassroots venues where they got their start, supported by the country’s most exciting new talent.
From The Presets selling out Sydney’s iconic Lansdowne Hotel in 30 minutes to Crooked Colours returning to Brisbane’s The Brightside, the one-night-only shows celebrated the role of live music in shaping future stars. The results spoke volumes: 67.4M+ OTS (2,147% over KPI), 277 pieces of content (669% over KPI), 100% positive sentiment, and a 9.13% average influencer engagement rate (356% above benchmark) — proving Smirnoff didn’t just show up in culture, it shaped it.
