ICE DOUBLE BLACK AFRICA

This project started with two questions. “How do we change the perception that Smirnoff Ice is a girlie drink in Africa?” and
“Do we know anything about Africa?”. So we went on a cultural immersion to Nairobi and Lagos, East and West Africa.
The trip became material for a magazine and the African makeshift culture became the insight for the campaign.

Every young guy we met there had an amazing talent to re-invent himself and his surroundings. Everyone doubles as something else.

Shot in Ghana and released in twelve countries, the Double Side kicked off a bigger collaboration with great musicians from Nigeria and Kenya, each showing a different side to the original Audio Bully’s track.

Ice Double Black sold out three times in a row in the first two months and yes, if you’re wondering, the two-sided vinyl record is on its way.

Agency: 72andSunny Amsterdam
Role: ACD / Lead Writer
Director: Martin Krejci
Music: Audio Bullys