Smirnoff marks 155 years with new campaign

Diageo has partnered with the director of Snow White and the Huntsman to create a short film that highlights the 155-year history of Smirnoff vodka.

The Infamous Since 1864 campaign was directed by Rupert Sanders

The Infamous Since 1864 film was directed by Rupert Sanders, who also directed Ghost in the Shell. The film tells the history of the brand, covering its origins in Russia, resurrection in France and position at the “forefront of the cocktail revolution” in the US.

Neil Shah, global marketing director of Smirnoff, said: “We’re delighted to share the far from ordinary story of Smirnoff and what it took to become the world’s number one vodka brand.

“This will be the first truly global campaign on the brand in more than 25 years and will launch with significant media investment in markets including North America, Europe, Latin America and Africa.

“It’s been a privilege to work with renowned director Rupert Sanders, who shared our bold ambition for this campaign, and we are thrilled to soundtrack the film with an original composition of El Michels Affair’s cover of the iconic hip hop track Shimmy Shimmy Ya.”

Developed in partnership with global creative agency 72 and Sunny, Infamous Since 1864 will make its debut in Europe this week.

The campaign will then roll out to further international markets including the US, Canada, Brazil, Argentina and Kenya. The integrated marketing campaign will be supported with broadcast, out of home, digital, social and print advertising.

Watch Smirnoff’s Infamous Since 1864 film below.