The launch of Smirnoff Ice Electric in PET bottles at festivals across the U.S. meant more plastic waste needing to be recycled or turned to landfill. It was our responsibility and opportunity to do something about it. The Smirnoff Sound Collective collaborated with clothing brand MASSIV to create a line of t-shirts made entirely from PET plastic produced by Smirnoff Ice Electric bottles. Instead of promoting sales of the t-shirt line with conventional advertising, we put them on the backs of international DJ’s on-stage, at the first festival of the season: Electric Daisy Carnival New York.
Design Lead: Nicole Monzon
Associate Creative Director: Brad Jones
Copywriter: Graham Tucker
Senior Production Artist: Ashley Raymond
Head of Production: Danielle Cuiule
Account Manager: Dani Cubillos