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Smirnoff: Mask of Sociability

Mask of Sociability
Beacon /Leo Burnett Tokyo turned the common mask to protect and hide behind – into a social lubricant. Creating 12 different original masks for Halloween, each free on a specially designed bottle of Smirnoff ICE. Halloween in Japan is more than a party. It’s a time where the normal politics of sociability are suspended. Smirnoff wanted to be a part of the fun – and fuse these cultural peculiarities together. We spread the idea through influencers and PR media to launch the special edition bottles and masks.
Credits Other credits

Planning Director: Hitomi Baba

Strategic Planner: Azusa Hatanaka

Agency Producer: Takumi Kubota, Toshiji Kimura

Agency Digital Producer: Tomonori Oki, Yasutaka Ogura, Naoko Komura

Marketing Analyst: Kennosuke Kawai

Group Business Director: Gavin Cranston

Account Director: Yasunari Aoyama

Account Supervisor: Yoshikazu Shimano

Account Executive: Hazuki Sasaki

Digital Account Executive: Hiroyuki Takahara



DIRECTOR TAKASHI KOYAMA

CINEMATOGRAPHER JIN ITO

FILM PRODUCER TAKAO KURAMOTO

PRODUCTION MANAGER: YUKI HONDA/TAKURO SEKIGUCHI

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