72&Sunny NY

Smirnoff “GameDayReady”

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.

Videos

Smirnoff_GamedayReady_Call
Smirnoff_GamedayReady_Cats

Stills & Concept Art

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Credits

Agency
72&Sunny NY
Executive Creative Director
Guillermo Vega
Creative Director/Designer
Adolfo Alcala
Interactive Producer
Vishal Dheiman
Producer
Estela Pereira
Production Coordinator
Emma Ogiens
Creative Director / Writer
Brandon Pierce
Designer
David Cole
Jr. Writer
Shanie Trice
Senior Strategist
Marshall Ball
Group Brand Director
Karla Stewart
Director of Strategy
Tim Jones
Group Director
Andy Silva
Brand Manager
Meredith Savatsky
Business Affairs Director
Julie Balster
Director
Fabiano Broki
Creative Executive Producer
Loic Francois Marie Dubois
Producer
Amanda Queiroz Telles, Su Constantine
Concept Artists
Fabiano Broki, Fabio Acorsi, Michele Masagli
Character Design
Fabiano Broki
2D Animation
Fabiano Broki, Chan Tong, Anderson Omori, Thiago Martins
2D Animation Assistant
Tassia Falleiros, Bruno Tedesco
Motion Design
Fabiano Broki, Fabio Acorsi, Felipe Frazão
Music, Sound design and Final Mixing
PB Anvil FX