Know Your Limit
Smirnoff
Responsible Drinking PSA Campaign
Social
OOH/ Guerilla
Challenge
As social life returned after the pandemic, the campaign explored a timely tension: how do you encourage people to reconsider their drinking habits without taking the fun out of going out?
For Smirnoff, the challenge was to deliver a responsible drinking message while maintaining the playful, social personality audiences associate with the brand.
Insight
We've all seen someone take a good night a little too far. And while it's easy to recognize when someone else has crossed the line, it's not always as obvious when you're the one doing it.
Rather than relying on warnings or fear, I saw an opportunity to use humor, awkwardly familiar situations, and a little self-recognition to make the message stick.
Concept
A playful PSA campaign concept that uses relatable social mishaps to highlight the importance of knowing when enough is enough.
Through exaggerated scenarios, short-form storytelling, audience confessionals, and interactive out-of-home installations, the campaign gives Smirnoff a way to address responsible drinking with humor and a recognizable brand personality.
The idea is simple: bring the fun, not the regrets.
Personal Contributions:
Concept Development
Creative Direction
Campaign Strategy
Production
On-Set Direction
The Ask
Increase physical accessory sales: Verizon is wanting consumers, regardless of their wireless carrier, to think of them when they need mobile or home tech accessories and to shop the store in person
Be the life of the party.
Not the story everyone tells afterward.
Sharing on Socials
The heart of this campaign lives online in video and still formats with the goal of not only Smirnoff sharing across all platforms, but also our audience sharing among each other. We want buzz that shares a real message.
Video Content- "A Good Date Gone Wrong"
A short-form film follows a promising date that takes an unfortunate turn when one person drinks past their limit.
The scenario uses awkward humor and escalating discomfort to demonstrate how overconsumption can derail an experience before it's even had a chance to begin.
Designed for social, YouTube, and digital video placements, the concept makes the consequences of drinking too much recognizable without relying on a traditional PSA format.
16:9 Format- Youtube + Streaming Service Commercials
9:16 Format- TikTok, IG Story/Reel
"Something to Remember"
Still Content- "Don't Be That Person"
A series of stills captures familiar occasions where a little too much drinking can turn an otherwise good time into an uncomfortable memory- from birthdays and office parties to family holidays.
Designed to adapt across social platforms, each scenario uses humor and recognizable social dynamics to encourage audiences to reflect on their own limits.
We coined the copy system designed for this campaign '#DontBeLikeConfessionals'- a social storytelling concept inviting audiences to share their own cautionary tales of overconsumption.
By giving people a relatable way to participate, the hashtag extends the campaign beyond branded content and encourages conversation around knowing your limits.
We placed vending machines filled with select tech accessories as a brick + mortar extension in big cities that allows Verizon to emphasize their physical convenience and increase relevancy and consumer awareness.
By downloading the 'Check Verizon' APP, consumers of any cellular provider are able to locate a vending machine closest to them and check the product inventory before they go. Once they're at the machine and ready to buy, they can complete their transaction through the app and feel instant gratification by retrieving their products on the spot.
Vending Machine 3D Designed + Rendered in Adobe Dimension
24/7 Tech Grab & Go Vending Machines
How can they forget you when you're always there?
Locations
In Airports
By Colleges
Outside of Best Buy,
Target, Walmart
In Shopping Centers
Public Transit Stations
Large Apt. Complexes
Inventory
Price Point: $-$$
Chargers + Cables [variety]
Portable Chargers
Phone Cases [few]
Screen Protectors [variety]
Headphones
Earbuds
Portable Speaker
Converters
Apple Pencil
We placed vending machines filled with select tech accessories as a brick + mortar extension in big cities that allows Verizon to emphasize their physical convenience and increase relevancy and consumer awareness.
By downloading the 'Check Verizon' APP, consumers of any cellular provider are able to locate a vending machine closest to them and check the product inventory before they go. Once they're at the machine and ready to buy, they can complete their transaction through the app and feel instant gratification by retrieving their products on the spot.
Vending Machine 3D Designed + Rendered in Adobe Dimension
24/7 Tech Grab & Go Vending Machines
How can they forget you when you're always there?
Locations
In Airports
By Colleges
Outside of Best Buy,
Target, Walmart
In Shopping Centers
Public Transit Stations
Large Apt. Complexes
Inventory
Price Point: $-$$
Chargers + Cables [variety]
Portable Chargers
Phone Cases [few]
Screen Protectors [variety]
Headphones
Earbuds
Portable Speaker
Converters
Apple Pencil
Bars and venues across the country already utilize Smirnoff promotional products to elevate their spaces- we're adding a new interactive poster to the line-up.
Our reflective distortion poster gives those looking at it a feeling that simulates being too intoxicated. In a sense, they are wacky version of themselves and it creates the perfect opportunity for our audience to stop and read our message printed on the poster, or snap a picture and continue to spread the buzz around our campaign.
Not Your Typical OOH
But it is Definitley
Photo-Worthy
Check What's Around
Map to find locations and available products in within their set distance and price range
Can filter by:
-All products available in set distance
-Accessory category
-Individual stores + vending machines
Check the References
Utilizing our ambassadors to curate mini-collections
"My home office tech go-tos"
Check the Differences
Select accessories for a side by side comparison to assist consumers in their product research
Check Out
Complete transation with card or Apple Pay
Klarna Payment Plan and
Buy in App, Pick Up in Store available
Challenge
As social life returned after the pandemic, the campaign explored a timely tension: how do you encourage people to reconsider their drinking habits without taking the fun out of going out?
For Smirnoff, the challenge was to deliver a responsible drinking message while maintaining the playful, social personality audiences associate with the brand.
Insights
We've all seen someone take a good night a little too far. And while it's easy to recognize when someone else has crossed the line, it's not always as obvious when you're the one doing it.
Rather than relying on warnings or fear, I saw an opportunity to use humor, awkwardly familiar situations, and a little self-recognition to make the message stick.
Concept
A playful PSA campaign concept that uses relatable social mishaps to highlight the importance of knowing when enough is enough.
Through exaggerated scenarios, short-form storytelling, audience confessionals, and interactive out-of-home installations, the campaign gives Smirnoff a way to address responsible drinking with humor and a recognizable brand personality.
The idea is simple: bring the fun, not the regrets.
Programs I Used:
Adobe Photoshop
Adobe Premiere
Adobe Illustrator
Know Your Limit
Smirnoff
Not Your Typical OOH
Taking the message beyond digital screens, the campaign introduces interactive reflective posters designed for bars and social venues.
Distorted mirrored surfaces give viewers an exaggerated, unfamiliar reflection of themselves, creating a playful moment of self-recognition that reinforces the campaign's message.
Part public service announcement, part interactive experience, the installation transforms a familiar promotional surface into an opportunity to stop, look, and reconsider where the line is drawn.
"A Reflection Worth Reconsidering"
