Awakening the day with Smirnoff’s ‘The Wilds’ at Splendour in the Grass

Smirnoff has a long standing partnership with Splendour in the Grass, bringing a notorious stage activation ‘The Wilds’ to the festival each year with live acoustics sounds by day and big tunes by night.

Three people posing for a photo
Brief.

Smirnoff’s ‘The Wilds’ has always been a popular night-time destination at Splendour in the Grass, but Example was tasked to ‘awaken the day’ and create an amplification plan which would solidify Smirnoff in the daytime drinking space. In addition, we were tasked with using the festival to soft launch the new Smirnoff offering Smirnoff Infusions.

Solution.

Example created the Smirnoff Roving Reporters, a squad of influencers: @tegan.martin, @wethe_wildones and @katiewilliams who would report live from the festival. The squad documented a programme of Smirnoff day-focussed activations - from workshops to acoustic performers, bringing the highlights of daytime action (and the festival as a whole) to an audience beyond just festival go-ers.  

Example also used the festival as the backdrop to launch Smirnoff Infusions, a lighter spirit infused with natural botanicals. We hosted an exclusive launch dinner in partnership with Icebergs Dining Room and Bar, that allowed allowing a targeted group of media and influencers to sample the new range in-between festival sets. 

Underpinning the campaign was a hard working traditional PR press office promoting the various day-focused touch points for the brand across the festival.

Man playing guitar at Splendour in the Grass
Two women creating flower arrangements
Three women sitting on the Smirnoff swing
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Man taking photos of people sitting on the swing

Example acknowledges the traditional custodians of the land on which we work, and we recognise their continuing connection to land and culture.

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69 Roslyn Street, Rushcutters Bay
Sydney, NSW 2011, Australia
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Brisbane, QLD 4006, Australia
+61 7 2102 5904

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