Cîroc presents a safe drinking message to remember
Case study 22 JAN 2013
We want party-goers to enjoy themselves during the festive season – New Year's Eve should be a night to remember, not one to forget. So for the biggest night of the year we asked our consumers to get creative with this important message.
As New York's 'Official Vodka of New Year's Eve', Cîroc took seriously its responsibility as a brand to spread the message of responsible drinking, especially during the holidays. Partnering with Esquire magazine, we launched a social responsibility advertising contest, The Ultra Premium Cut, to generate buzz among consumers, readers and aspiring film-makers. The prize? The chance to create the next Cîroc responsible drinking commercial, which aired on US national television on New Year's Eve.
The celebrity judging panel included New Year's Eve ringleader Sean 'Diddy' Combs along with Esquire's Jack Essig, and Twilight film star Nikki Reed, who narrowed entries down to a shortlist of three young, fresh, and funky advertisements. The winning entry, written and directed by independent filmmaker John Ryan Johnson, embodied the 'don't drink and drive' theme, complementing Cîroc's safe rides campaign which gave away free taxi and subway travel to New Yorkers on New Year's Eve for the fifth year running. Chosen in December by visitors to Esquire's website, the 30-second spot features a just-married couple in their wedding clothes heading to the Manhattan riverside with a celebratory bottle of Cîroc vodka. In the final seconds the bride playfully tosses their car keys into the water.