Press campaign for the launch of Smirnoff Mule. Essentially there were two audiences for this campaign. For the ‘premium’ audience we created the first four double page spreads shown here to go in high quality style magazines. Secondarily there was a younger, cooler audience. For them I created a typographic version of the idea to go in listings magazines such as Time Out and The Guardian Guide. These executions were created to work at smaller sizes and still stand out.