Smirnoff Summer
of Music 2024

Verve was tasked with creating new and exciting experiential platform that would drive brand love among the 20-30 year target audience.

The goal was to become the most culturally resonant brand of the summer across 2 epic gold tier festivals, 1 silver tier festival and 83 bronze tier events. Inclusivity, Sustainability and Co-Creation were a central part of the response.

Inclusion is a core value of the Smirnoff brand, and this was evident throughout the experience, with accessibility features such as ISL interpreters, lowered bar counters, and lift access to the upper tiers of the bars, ensuring that everyone could fully participate in the experience. The modular kit was designed with sustainability and long term use in mind and easily reconfigured to Gold (40x40m), Silver (15x10m) & Bronze set ups.