Verve has been awarded Best Sponsorship Activation at the prestigious European Sponsorship Awards 2025, for our work bringing the Smirnoff Stage at Electric Picnic to life for Diageo.
The win recognises a truly transformative campaign, one that turned a festival stage into a beacon for inclusivity, creativity, and unforgettable shared experiences. Powered by Smirnoff’s brand belief that “the party is better when everyone is invited”, the Smirnoff Stage didn’t just show up at Ireland’s biggest music festival, it set a new standard for how brands can create culturally meaningful moments that resonate long after the lights go down.
Breaking New Ground for Brand Experiences
Faced with the challenge of connecting with the next generation of festival-goers, the socially conscious, experience-driven “vibe-shifters”, Smirnoff wanted to do more than simply sponsor an event. They wanted to create a platform where everyone could feel seen, heard, and celebrated.
Working closely with Smirnoff and Live Nation, Verve delivered a 2,000-capacity arena featuring a world-class line-up of DJs, musicians, and performers, alongside a deep commitment to accessibility and representation. From wheelchair-accessible stage design to Braille drink menus, sign language interpreters, noise-cancelling earbuds and more, the Smirnoff Stage made good on its promise to invite everyone into the mix.
Across the weekend, festival-goers enjoyed a non-stop programme of music, immersive art installations painted live by the Minaw Collective, circus performances from Síolta Circus, and festival glam styling courtesy of Babooshka Beauty. The result was a vibrant, dynamic cultural hub that became the most talked-about destination at Electric Picnic 2024, and firmly cemented Smirnoff’s position as a leader in progressive, inclusive brand experiences.
Strong Results, Stronger Impact
The numbers tell their own story.
- Smirnoff was ranked the #1 most favoured festival area by attendees (beating out long-established legacy competitors).
- The activation delivered over 767,000 social media impressions.
- It surpassed previous spirit brand sales at the festival by a significant margin, achieving over 270,000 serves across the weekend.
- Post-event brand research showed a dramatic increase in positive sentiment and a surge in word-of-mouth recommendations.
Perhaps even more importantly, 60% of all earned media coverage focused on Smirnoff’s progressive approach to inclusivity, proof that authentic action cuts through in a crowded cultural landscape.
Raising the Bar for 2025 and Beyond
This European Sponsorship Award is a proud milestone for Verve, but more importantly, it’s a sign of where brand experience is heading. Purpose, inclusivity, and creativity are no longer “nice to haves”, they are the heart of how brands meaningfully connect with audiences today.
We’re proud to have helped Smirnoff lead the way, and we can’t wait to keep pushing boundaries for our clients across Europe and beyond.