JWT's campaign for Smirnoff Storm's Division 7 parties took place in Durban, Johannesburg and Cape Town and saw with 800 people attending the Durban and Cape Town parties and an outstanding 1200 people enjoyed the JHB event.
At each event, Division 7 personnel secured the perimeters of the secret venues and supplied refreshments to all the recruits who partied until the early hours of the morning to hip-hop and house music sets. Division 7 imagery was displayed across several screens within the venue and the dancing was red hot - bump and grind - with no half-hearted attitudes from the partygoers.
Getting down and dirty was a given.
The campaign objective was to create a brand building campaign to set the brand apart. They did this by creating a new benchmark in attitude with its "Clearly Bold" personality.
