FOR LAC: Most of the markets were restricted by Alcohol Advertising regulation that restricts Alcohol advertising on TV and radio, only in programs where +70% of audience is over legal drinking age. Events were only allowed for legal drinking age, as well as digital advertising is only available in sites with +70% visitors over LDA. Same for Vietnam and Thailand, although these are dark markets that can’t use any drinks, logo or brand referral in ATL communications.

Sky began as a very solid, pure concept with fantastic possibilities. To the credit of all involved with the production, maintaining the purity of the idea was key to the film’s success. Our director, noted this on the very first call, and as a team we tried to maintain this mantra throughout the production process.

For us, our director was the perfect visual storyteller. The attention to detail and art direction needed to be on a grand scale, but could not be overtly obvious. The directors' expertise in this area brought the perfect balance of magic and realism to the film. Bringing The post production in early on for visual support allowed us maximum coverage for post efficiency and success. The telling of the final story was put in the exceptional hands of editor of Peep Show.

Looking back, the biggest challenge was finding the greatest production values in the perfect location that would afford us a timeless look, a globally universal cast, wide-open space, magical skies, a top-notch crew and perhaps most importantly, 14 hours of light per day. The best production value was clearly found in New Zealand’s South Island. Long days allowed us to cover an extensive shooting board, various locations in three days, excluding a weather day. New Zealand’s film community, crews and production support are among the world’s finest. The art direction requirements were extensive and challenging, specifically calling for remote locations. When considering locations, a superior service company was needed to deliver the set builds, crew and fast turnaround necessary within a three-day shoot. Cherokee Films is an exceptional service company. The production values delivered were far greater than we could have imagined.

As the foundation for Smirnoff’s new brand world, the book is shaping all global work moving forward. It has already inspired creative across continents, ranging from in-store to digital to OOH to TV spots. As markets continue to launch “Yours for the Making”, and more work enters the world, the book is the standard and inspiration for all communications. The book steers the look and feel as well as the strategy for all Smirnoff work globally.