Smirnoff ICE and Beacon/Leo Burnett Tokyo turn the common mask into a social lubricant

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Smirnoff.jpgBeacon/Leo Burnett Tokyo turned the common mask to protect and hide behind – into a social lubricant. Creating 12 different original masks for Halloween, each free on a specially designed bottle of Smirnoff ICE. Halloween in Japan is more than a party. It’s a time where the normal politics of sociability are suspended. Smirnoff wanted to be a part of the fun – and fuse these cultural peculiarities together. They spread the idea through influencers and PR media to launch the special edition bottles and masks.