Overview: 
 
Explore the Night was a brand campaign which launched a service offering, allowing consumers
to download the Smirnoff “Explore the Night” app for Android or iPhone. During set times on weekends
they could book Smirnoff branded cabs, free of charge, to go explore the night and various venues. Also
included was an integrated Heat Map that crowdsourced the opinions of partygoers for a guide to the
best parties in town
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Taking a cab is a great idea if you’re planning on imbibing alcohol. It’s not always easy to get someone to
be the “designated driver”, so Smirnoff provided a branded experience and to consumers in keeping
potentially drink-impaired drivers off the road and safe.


Creative Direction     |     Creative  Strategy    |     UX Design