Created by 72andSunny NY, these spots were produced for Smirnoff ICE as part of the #GameDayReady campaign, which ran during the last NFL season. The goal was to make the beverage part of “game day culture”, and to get the brand’s main demographic – women – more hyped and involved with football, and the rituals and excitement that surround a big match.
One of the strategies to get the public to participate in the campaign was to set up a hotline which female football fans could call and record their own locker room inspirational speech (or trash talk). The agency then selected the best recordings and sent them to Lobo, where we created high-octane animated clips illustrating each speech to be disclosed on Facebook every 2 or 3 weeks. It was a very intense job due to this tight schedule, which sought to keep up with the pace of the tournament, so our awesome 2D Flash Animation crew worked 24/7 in order to make this happen. And the effort paid off, since all films did amazingly well on the Internet, getting hundreds of thousands of hits each.
The visual approach we used was a bold, flat graphic style, with stylized character designs and dynamic moves that, together with epic sound design work by Paulo Beto, make each piece equally as electrifying and larger-than-life as the big Sunday game itself.
