Smirnoff Residence

#NTLVE: Smirnoff and Karol G as a manifesto to live without giving explanations.
In a world where brands struggle to connect with authenticity and diversity, Smirnoff more than a campaign, launched a collaboration that became a manifesto that opened a space for unrestricted expression. #NTLVE (No Te Lo Voy a Explplicar), not only redefined how brands should communicate, but also inspired consumers to celebrate their identity without having to explain themselves.

Situation

The brand aimed to highlight its versatility and position it as the ideal beverage to combine with premium spirits, through various experiences that reinforce this narrative.

Task

Develop an experience that would be eye-catching for influencers, media and special guests in order to resonate culturally and convert the brand as the best choice of mineralized water for their daily lives.

Result

We managed to make editors and content creators experience a new way of understanding collaborations between artists and brands, opening the way to a dialogue where uniqueness and acceptance become true protagonists, establishing Smirnoff as the drink that not only accompanies every moment, but also defends the right to live without labels.