RED REVOLUTIONby

To create a prototype party to launch the Smirnoff Red bottle/ campaign that also creates a precedent for future “Red” experiences.

28th July 2010

BRIEF

We will create a concept party that:

- Reflects the novelty of the bottle, the passion, exoticism and patriotism of RED - Attracts a consumer that is part of a new demographic – educated, individual, interested, Gen Y. - Is aspirational, yet credible and real - Generates elements of content that can live in social media (videos, audio, photography, online discussions etc.) - Motivations – Red Revolution | Be There | Painting it Red

CONCEPTThere is a new Smirnoff Red bottle. The vodka is made using Red Quartz filtering. The number 1888 is significant (and prominent) – it was the year Smirnoff was created. RED is powerful but abstract, conceptual but precise.

VENUERiver South Arts Centre – perfect for 100-200, combination decadent and artistic, the venue will need minimal dressing to be what we want it to be.

VENUE

VENUE

THEME 1VAMP | GOTH | DECADENT

THEME 2JIANZHI | 剪纸

ARTISTS>1,000,000RMB

VAMPIRE WEEKENDMGMT SCISSOR SISTERS

MGMT is an American band based in Brooklyn, New York.Their first album as MGMT, Oracular Spectacular, debuted at number 12 on the UK album chart and number six on the Australian ARIA Charts, and hit number one on the Billboard Top Heatseekers chart. It has also been named the 18th best album of the decade by Rolling Stone magazine.[5] It was named the best album of 2008 by NME.http://www.whoismgmt.com

The Scissor Sisters are an American band. Their style draws from disco, glam rock, pop and the club scene of New York City. Their single “I Don’t Feel Like Dancin’” was the fourth best-selling single in the UK in 2006 and stayed in the UK top 40 for 27 weeks.http://www.scissorsisters.com/

Vampire Weekend is an American indie rock band from New York City.The band’s debut album, “Vampire Weekend” was released on January 28. 2008. It was surprise success, peaking at #17 on the Billboard 200.Their second album “Contra” was released on January 12, 2010. The album debuted at #1 on the Billboard 200, only the 12th independently released and distributed album to achieve such a feat.http://www.vampireweekend.com/

ARTISTS>200,000RMB

HOT CHIPBROKEN BELLS THE XX

The xx are a three-piece band from London, England, formed in 2005.Bonding over a shared love of stripped back anti-folk and mid-90s R&B, The xx’s unique sound befits a wide range of influences that include everything from Aaliyaah to Cocorosie, Rhianna to The Cure, Missy Elliot to the Chromatics, The Kills to Ginuwine, The Pixies to Mariah Carey and Justin Timberlake to Tracey & The Plastics.http://thexx.info/http://www.brokenbells.com/ http://hotchip.co.uk/

ARTISTS<200,000RMB

MIIKE SNOWZ-TRIP BEARDYMAN

“One of the great musical moments from Coachella (2002) was the frenzied set by turntable wizard Z-Trip. He had fans howling and bobbing, closing his set with a surprise appearance by Beck.” -The LA Times. The LA Times review was well deserved as Z-Trip performed to a jam packed tent of over 10,000 that day.http://www.djztrip.com/

Beardyman is a musician from London renowned for his beatboxing skills and innovative use of live looping technology, and according to the BBC “King of Sound and Ruler of Beats”http://www.beardyman.co.uk/

Miike Snow is a Swedish band who formed in 2007, the band members consists of Christian Karlsson, Pontus Winnberg and Andrew Wyaat. Their music is mainly categorized as “melodic and accessible guitar and piano-based pop, with some use of electronics.” The Guardian UK says their music is “Intelligent pop music that has the ability to cradle taste-making purists and reach anthemic heights.”http://www.miikesnow.co.uk/

ARTISTSLOCAL ARTISTS

JAY SOULhttp://www.myspace.com/jaysoulbeats

HANGGAIhttp://www.myspace.com/hanggaiband

IZ

BIGGER BANG

http://www.myspace.com/biggerbangtheband

TICKETING MECHANIC

100 tickets for Smirnoff staff, VIPs, media

100 tickets to be won by the public using a cunning mechanic to maximize excitement around the event

TICKETING MECHANICStep 1

Leak information of party online – “apparently XXXX ARTIST are playing a secret show in Shanghai – has anyone heard anything?”

Whip up a fever of anticipation.

TICKETING MECHANICStep 2

Leak that you can go to www.REDREVOLUTION.com.cn to find clues.

On the website people find out :

- The new Smirnoff bottle

- The soft launch party for the Smirnoff bottle with all VIPs + 100 give aways for the luckiest of Vodka lovers

- The clue - Go to XXX location, buy a Smirnoff vodka and pick up your two tickets.

ALTERNATIVES NAMES

In order to remove imagery of revolutionary in China, we have 3 ALTERNATIVE NAMES!

Ee Xui Fei Teng (热血沸腾)– So excited my blood is boiling. More about passion / excitement.

Hongse Jin Hua (红色进化) – Red Evolution

Red Hong – RED RED

Thank you! Contact Archie Hamilton : ah@spli-t.com

MARKETINGRECRUITMENTARTIST MANAGEMENT

CONCEPTYOUTH MARKETING

EVENT EXECUTIONBARS ARTIST SELECTION PRODUCTION

MEDIA MEASUREMENT

STRATEGY