The art direction worked on two key elements for the launch. First, the theme of the campaign, featuring a subversive aspect through infamous, exciting, unusual packaging. This made it possible to catch the eye of consumers at touch points such as supermarkets and even on the brand’s website. By hiding the label, we attracted more attention and delivered a surprise element when consumers unwrapped the package. Second, and more important, the labels, once unwrapped, walked consumers through the campaign’s theme by depicting the stories that Smirnoff has been through.